Market orientation and quasi-integration: Adding value through relationships

Katy Mason*, Peter Doyle, Veronica Wong

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This study explores and describes the rationales and approaches of a market orientated supply chain - labeled the "demand chain". The objective is to develop theory by providing grounded insights into how and why managers design and implement a market orientated supply chain. Analysis of twenty field interviews uncovered three main rationales for demand chain configuration. Further, a continuum of integration typologies is presented and three key responses explored and described. These findings are discussed and implications for theory and practice are offered.

Original languageEnglish
Pages (from-to)140-155
Number of pages16
JournalIndustrial Marketing Management
Issue number2
Publication statusPublished - 1 Feb 2006


  • Demand chain
  • Inter-firm relationships
  • Market orientation
  • Quasi-integration
  • Supply chain
  • Supply chain configuration


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