The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of marker orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported.