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The role of the supplier in marketing process innovation and value creation
Changes in the business environment have resulted in an increasing number of companies participating in activities outside the boundaries of the traditional company (Binder and Clegg 2006; Mehta 2004). The traditional model of one firm competing against another firm is rapidly becoming extinct with the focus now shifting to competition between supply chains (Sutton 2006). Although supply chains are important to marketing, the marketing literature does not pay enough attention to supply chains (Svensson 2002). Theoretical perspectives such as market orientation focus primarily on the value of knowledge acquired from the customer, competitors or environment while ignoring activities and knowledge from the supplier base. Since the exchange of knowledge between a buyer firm and its supply base is crucial to the marketing function (Jüttner et al. 2007), it is important for theoretical perspectives in marketing to also include the supplier's perspective (Min and Mentzer 2000). This dissertation empirically tests the effects that the exchange of knowledge between a buyer firm and its suppliers has on the buyer's marketing process innovation and value creation.
Asare, Anthony K, "The role of the supplier in marketing process innovation and value creation" (2008). Doctoral Dissertations Available from Proquest. AAI3336979.