An Investigation into Potential Moderating Effects of the Relationship Between Actual and Perceived Market Orientation - This study examines the gaps between a firm's actual (self-reported) market orientation and the channel partner's perceptions of the firm's market orientation and factors that may moderate that gap. Expected differences between the measures were found, but in an unanticipated ...
| Year of publication: |
1999
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| Authors: | Simpson, Penny M. ; Baker, Thomas L. ; Siguaw, Judy A. |
| Published in: |
Journal of marketing channels : ... distribution systems, strategy, and management. - Binghamton, NY : Haworth Press, ISSN 1046-669X, ZDB-ID 11217777. - Vol. 7.1999, 1-2, p. 95-120
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