Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective
研究了供应商的市场导向行为如何影响分销商的市场导向、信任、合作规范、承诺和财务满意度，从分销商视角检验了渠道关系因素。
A strategy for easing the tensions facing suppliers and distributors in their channel relationships may be the adoption of market-oriented behaviors. The authors develop a model of likely effects and empirically examine the consequences of a supplier's market orientation on the distributor's market orientation and other channel relationship factors. Results indicate that a supplier's market-oriented behaviors directly or indirectly affect all the channel relationship factors examined from the distributor's perspective, specifically the distributor's market orientation, trust, cooperative norms, commitment, and satisfaction with financial performance.