Methodology
A two-wave mail survey of sales managers for large US
manufacturing companies was conducted. Sales managers
were asked to complete and return a survey form with scales
measuring market orientation, SCM strategy, marketing
performance and financial performance. All scales were
assessed for unidimensionality, reliability and validity.
Summary values for each of the study variables were
computed by averaging across scale items. Descriptive
statistics and a correlation matrix were derived for the
summary variables and the data set was assessed for nonresponse
bias. A structural equation modeling approach was
used to assess the study hypotheses.