Market orientation and internet in supply chain management: an empirical investigation

The paper presents some results of a survey performed on large companies operating in Italy and concerning the use of the Internet in supply chain management as a tool of coordination and integration with customers and suppliers. Responding firms were 463 out of 1458 considered. Results indicate a strong market orientation by Italian large companies, mainly in their downward supply chain relationships. The use of the Internet, even if its coverage on supply chain processes is still incomplete, seems to support market orientation within established collaborative supply chain relationships by favouring information sharing and collaboration among partners.