ABSTRACT
Contents 19.1 Introduction: Customer Orientation ........................................................336 19.2 Theoretical Background and Research Hypotheses ..................................337
19.2.1 ResourceBased View ....................................................................337 19.2.2 Customer Orientation and Capabilities ........................................339 19.2.3 Supply Chain Integration and Product Performance .................... 340 19.2.4 Process Management and Product Performance .......................... 342 19.2.5 Product Performance and Financial Performance ........................ 342
19.3 Research Methodology ............................................................................ 344 19.3.1 Sampling and Data Collection ..................................................... 344 19.3.2 Survey Instrument ....................................................................... 344 19.3.3 Measurement Analysis ................................................................. 346 19.3.4 Analysis ........................................................................................347
19.4 Results ......................................................................................................347 19.5 Discussion ............................................................................................... 348
