The importance of market orientation in the supply chain and an application in terms of area businesses

As a factor increasing performance in terms of strategic perpective, ?Market Orientation? has become a conspicuous and important term in the recent times. Another term which has gained popularity is ?Supply Chain?. In today?s global business world, the competition between the supply chains has become more improtant than the competition between the entreprises. The entrprises adopting a market orientation operation can increase its competition power by integrating itself into the supply chain with the other members of the chain. The aim of this thesis is to clarify and explain the relationship between these two important terms.For this reason, the terms ?supply chain? and ?supply chain management? were searched in detail through survey of literature in the first part. The role of the supply chain in creating customer value, together with the general terms, was dealt.In the second part, the term ?market orientation? was explained in detail through the survey of literature and by making use of various points of view.In the third part, the relation between the supply chain and market orientation for providing superiority in competition and customer value was explained theoratically.In the last part, the market orientation in the supply chain was introduced by benefiting from qualitative analysis. The NVio 8.0, used for the analysis of the qualitative and computer aided qualitative data, was used to hold the analyis.Key words: Supply Chain, Market Orientation, Customer Value