Grunert, Klaus G.; Fruensgaard Jeppesen, Lisbeth; Risom … - In: European Journal of Marketing 39 (2005) 5/6, pp. 428-455
Purpose – This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Design/methodology/approach – Four case studies on value...
