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...

Purpose – The purpose of this paper is to determine whether predictions about different degrees of market orientation in two cross‐border value chains also appear in the mental models of decision makers at two levels of these value chains. Design/methodology/approach – The laddering method...