Purpose – The purpose of this paper is to explore how market orientation is related to relationship building outcomes in the downstream distribution process. The authors examine the role of distributor satisfaction in mediating the association between market orientation in distribution and...

Purpose This study aims to explore how the distributor orientation of manufacturing-centered small and medium-sized enterprises (MCSMEs) influences relationship building outcomes, distributor satisfaction, and channel profitability. Design/methodology/approach This study examines the moderating...

Purpose – This paper aims to examine how the three market orientation components (customer orientation, competitor orientation and interfunctional coordination) influence industrial manufacturers’ customer relationship management outcomes in a business-to-business (B2B) context....