Browsing by Author "Mobin ul Haque"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Conceptualizing effect of market orientation on channel strategy
    (2011) Mobin ul Haque
    Market orientastion literature posits that there exist positive relationship between MO and organization’s performance. Research in market orientation has overlooked the importance of market orientation’s impact on various aspects of marketing strategy especially on distribution channel strategy. Using capability frame work the paper conceptualizes the relationship between various constructs of MO with channel strategy. The article discusses relevant literature and develops propositions in this regard. The paper proposes that channel structure and intensity decisions are directly related to organizations information generation and dissemination capabilities while level of overall MO determines the intentions to control the channel power.