Using the context of market orientation, we examine how an exemplary business's market orientation culture is reflected in managers' mental models, evaluate how mental models and perceived behaviours differ across hierarchical levels and functions, and compare the cognitive values and beliefs or...

Firms are embedded in networks of cooperative relationships which influence the flow of resources among them. The dynamic resource flows and differentiated structural positions lead to asymmetries and influence firms' competitive behavior toward others in the network. We develop a multi-level...