R. Deshpande and J.U. Farley used _________ to frame hypotheses about market orientation and inter-organizational relationships as viewed simultaneously from the point of view of suppliers and customers. .

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R. Deshpande and J.U. Farley utilized social identity theory to frame hypotheses about market orientation and inter-organizational relationships, considering the perspectives of both suppliers and customers simultaneously. Social identity theory helps in understanding how individuals categorize themselves and others into groups, influencing their behavior in organizational and market contexts.

R Deshpande and J