LEADERSHIP STYLES AND MARKET ORIENTATION IN GLOBAL MARKETING CHANNELS

The purpose of the research project is to study vehicle distribution channels in different countries (US, Finland, Poland). Supplier leadership styles as perceived by dealers is compared in the three countries and differences are explained by the cultural environment in US, Finland and Poland. The second focus of the research shows that a dealer's market orientation is positively related to channel effectiveness and efficiency, and through effectiveness and efficiency it is related to dealer performance.