Vertical Integration and its Impact on Market Orientation
Laboure, Alice (2009) Vertical Integration and its Impact on Market Orientation. [Dissertation (University of Nottingham only)] (Unpublished)
This research intends to understand the impact of vertical integrations on market orientation and will be illustrated by a case study: the acquisition of a food factory by a major player in the food industry. Research on vertical integration has mainly been focused on its measures and transaction costs issues rather than its effectiveness as a strategy. Research on market orientation has mainly been focused on the implementation of the concept. It is hence interesting to try and fill the gap in the literature by researching on market orientation and how it can be affected by vertical integration. It will give an insight on the implications on customers of integrating additional offerings (e.g. increased value), as well as the implications on performance of combining both vertical integration and market orientation.
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