Customer - Led and Market - Oriented : Let's Not Confuse The Two  

Oleh:

Slater, Stanley F. ; Narver, John C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 19 no. 10 (1998), page 1001-1006.
Topik: MARKET ORIENTED REFORMS; market orientation; innovation; corporate culture; discontinuous change

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Christensen and bower (1996) report the results of a study of how customer power contributes to the failure of leading firms during a period of industry discontinuity. They conclude that developing a customer orientation appears not to be wise advice under these conditions. However, this conclusion is contradicted by long - standing theory and recent research in marketing. In this commentary we distinguish between two forms of "customer orientation" that are frequently confused. The first, a customer - led philosophy, is prinarily concerned with satisfying customers' expressed needs, and is typically short term in focus and reactive in nature. The second, a market - oriented philosophy, goes beyond satisfying expressed needs to understanding and satisfying customers' latent needs and, thus, is longer term in focus and proactive in nature. Based in theory and substantial evidence, the advice to become market - oriented appears sound regardless of the market conditions a business faces.

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