Inter-firm market orientation and the influence of network and relational factors

This article looks at market orientation as a part of inter-firm activities. It investigates the way interorganisational structure affects inter-firm market orientation in food channels in Sweden, the UK and Italy. A qualitative approach is adopted. The structure is discussed in terms of the overall network properties and the arrangements within specific relationships. The governance of the network ties, retail power, and the trust within specific relationships are among factors found to be especially important. Propositions are developed regarding the way the context affects the scope and strategic role of inter-firm market orientation in order to demonstrate the impact of the different network and relational properties.