Increasingly, firms use more and different routes to market. This study investigates whether
such heterogeneity in the variety of routes to market can be explained systematically. More
specifically, the authors examine how (1) the type and level of a firm's customer orientation
and (2) the type and degree of customer search behavior influences the firm's adoption of a
variety of routes. They collect primary data on 210 firms in four consumer industries across
three countries to test the hypotheses. The authors find strong evidence for a link between a …