Proceedings of 8th Asian Business Research Conference
1 - 2 April 2013, Bangkok, Thailand, ISBN: 978-1-922069-20-7
Influence of Cooperation, Market Orientation and Relationship
Values on Business Performance
Muchlis Ahmady, Ujang Sumarwan, Budi Suharjo and Agus Maulana
Organizations should establish partnerships to enhance their ability to
improve product quality, innovation, and market research. Collaborative
relationships between customers and suppliers in the business market is
increasingly important, customers must decide whether to invest in a
relationship with a new supplier, or to maintain and develop relationships
that have occurred. Researchers and managers have recognized the
potential synergies in a partnership regardless of the type of relationship.
The main objective of this paper is to determine the effect of market
orientation, the value of the relationship and cooperation on business
performance. The study was conducted with a quantitative approach,
involving 256 respondents and a qualitative approach through in-depth
interviews. Structural modelling is used to parse the linkages between
factors in relationship marketing. The results of this study indicate that there
is a significant correlation between the market orientation, the value of
relationships and cooperation to partnership. In addition, the organization of
the trust does have a significant and strong on commitment and
commitment, in turn, has a strong and positive relationship with relational
norms. The results highlight the importance of the organization to be marketoriented, value relationships and strong cooperation in order to increase the
level of trust, commitment to its partners. This will help improve long-term
relationships and the power of partnership in business performance.
Implications for the measurement concepts discussed, and directions for
future research suggested.
Keywords: market
performance.
orientation,
values,
relationships,
teamwork,
business
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Muchlis Ahmady, Bogor Agricultural University, Indonesia, E-mail: ahmady23@gmail.com
Ujang Sumarwan, Bogor Agricultural University, Indonesia, E-mail: sumarwan@mma.ipb.ac.id
Budi Suharjo, Bogor Agricultural University, Indonesia, E-mail: bsh_met@yahoo.com
Agus Maulana, Bogor Agricultural University, Indonesia, E-mail: perkema2002@yahoo.com