Jae-Eun Chung is associate professor at the Consumer & Family Sciences, Sungkyunkwan University.
Does Small Retailer Market Orientation Matter for Long-Term Oriented Relationships with Suppliers?
Article first published online: 16 SEP 2013
© 2013 International Council for Small Business
Journal of Small Business Management
Special Issue: Understanding Entrepreneurship: Challenging Dominant Perspectives and Theorising Entrepreneurship through New Post-Positivist Epistemologies
Volume 52, Issue 4, pages 790–807, October 2014
How to Cite
Chung, J.-E. (2014), Does Small Retailer Market Orientation Matter for Long-Term Oriented Relationships with Suppliers?. Journal of Small Business Management, 52: 790–807. doi: 10.1111/jsbm.12061
- Issue published online: 23 SEP 2014
- Article first published online: 16 SEP 2013
This study examines the influences of small retailer market orientation on supplier transaction-specific investment and supplier role performance and the roles of supplier transaction-specific investment and supplier role performance in determining small retailer long-term orientation. Data were collected from 102 small independent apparel stores in the United States The results show that small retailer market orientation positively influences supplier transaction-specific investment, which in turn influences supplier role performance. Supplier transaction-specific investment and role performance influence small retailer trust, but only supplier transaction-specific investment positively affects small retailer dependence. Small retailer trust and supplier transaction-specific investment influence small retailer long-term orientation.