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Market and collaboration orientations: examining the supply/demand chain effects

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  • Chad R. Allred
  • Stanley E. Fawcett

Abstract

Market success requires a clear customer orientation supported by efficient processes. Yet, the findings from 394 surveys and 51 company interviews show that strong functional orientations promote silo thinking, which leads to counterproductive decision making. The gaps between the customer and supply sides of organisations are particularly pervasive and detrimental. Indeed, the failure to align the supply- and demand-side processes undermines value creation, hindering a company's competitiveness. This research shows that companies can develop a collaboration orientation to mitigate the dysfunctional silo effects. As companies do so, they are able to deliver higher levels of customer value and business performance. The approaches to cultivating such a collaboration orientation are discussed.

Suggested Citation

  • Chad R. Allred & Stanley E. Fawcett, 2008. "Market and collaboration orientations: examining the supply/demand chain effects," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 1(4), pages 391-417.
    • Handle: RePEc:ids:ijbexc:v:1:y:2008:i:4:p:391-417
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