Supplier Orientation: Expanding the Conceptual Scope of Market Orientation

Abstract

The marketing concept suggests that firms should concentrate their efforts on identifying and satisfying the needs of their customers. This notion could be reflected in many activities such as: developing new products that match customers’ needs, delivering products to customers through the most convenient channels, and monitoring and assessing customer satisfaction continuously. In the early nineties, Market Orientation (MO) was introduced to the marketing literature as a way to capture the implementation of the marketing concept (Kohli and Jaworski 1990; Narver and Slater 1990).