Customer-Oriented Marketing Strategy

Chapter Summary

While the theoretical arguments in favor of following a market orientation are clear in practice, it seems extremely difficult to implant such an approach in an organization.26 He has suggested some important requirements to implant market orientation in organizations. These requirements are a strategic vision and long-term commitment and managing the change for market orientation. Market orientation is a continuous, strategic commitment. The decision to implant a market orientation into an existing or a start-up business requires the support of the entire organization. To implant a market orientation strategy may require several changes within an organization. Analyzing the current system and behavior and preparing a detailed ...