Does small retailer market orientation matter for long-term oriented relationships with suppliers?

This study examines the influences of small retailer market orientation on supplier transaction-specific investment and supplier role performance and the roles of supplier transaction-specific investment and supplier role performance in determining small retailer long-term orientation. Data were collected from 102 small independent apparel stores in the United States The results show that small retailer market orientation positively influences supplier transaction-specific investment, which in turn influences supplier role performance. Supplier transaction-specific investment and role performance influence small retailer trust, but only supplier transaction-specific investment positively affects small retailer dependence. Small retailer trust and supplier transaction-specific investment influence small retailer long-term orientation.