Conceptualizing market orientation at the level of the product development process is relevant, because market orientation is a highly critical factor for new product success and this conceptualization can be used as a starting-point to transform the whole organization into a more market...

Companies are increasingly scrutinized by various audiences and are made accountable not only for their internal practices, but also for their suppliers' behavior. Many purchasing managers and executives are not accustomed to seeing the purchasing function receive so much attention from...