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Does Small Retailer Market Orientation Matter for Long-Term Oriented Relationships with Suppliers?


  • Jae-Eun Chung

    Corresponding author
    • Address correspondence to: Jae-Eun Chung, Consumer & Family Sciences, Sungkyunkwan University, Sunkyunkwan-Ro 25-2, Seoul 110-745, South Korea. E-mail:

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    • Jae-Eun Chung is associate professor at the Consumer & Family Sciences, Sungkyunkwan University.


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.