A market orientation in supply chain management

Soonhong Min, John T. Mentzer, Robert T. Ladd

Research output: Contribution to journalArticlepeer-review

207 Citations (Scopus)


Despite the logical association between market orientation (MO) and the supply chain management concepts of supply chain orientation (SCO) and supply chain management (SCM), and the potential mediating role of SCO and SCM in the MO-firm business performance (PERF) relationship, there have been few, if any, attempts to investigate MO in a supply chain context. Thus, this study tests the relationships between MO, SCO, SCM, and PERF. Results indicate MO has a strong, positive impact on SCO and SCM. Interestingly, SCO was found to have the largest direct influence on PERF, followed by MO, followed by SCM. Managers should realize that SCO is critical to fulfilling customer requirements, i.e., a firm’s efforts to work with supply chain partners will not pay off if the firm is not supply chain-oriented. Although overshadowed by SCO, MO is still a foundation for managing the supply chain and has a positive impact on PERF. Equally important, the fact that the contribution of SCM to firm performance is overshadowed by MO and SCO does not mean SCM is irrelevant in corporate strategy. Managerial and future research implications of these findings are discussed.

Original languageEnglish
Pages (from-to)507-522
Number of pages16
JournalJournal of the Academy of Marketing Science
Issue number4
Publication statusPublished - 2007 Dec

Bibliographical note

Publisher Copyright:
© Academy of Marketing Science 2007.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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