Customer - Led and Market - Oriented : A Matter of Balance  

Oleh:

Connor, Tom

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 20 no. 12 (1999), page 1157-1164.
Topik: MARKET ORIENTED REFORMS; change; customers; resources; scale; time

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.4 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article is prompted by slater and narver's (1998) SMJ article entitled "customer - led and market - oriented" : Let's not confuse the two". It is sugegsted here that slatter and narver's contention that strategic success is a function of market - led orientation rather than customer - led orientation is to reductionist a proposition which gives inadequate weight to the resource endowment and scale differences between companies. The argument is offered that success through time for the bulk of businesses will be directly related to close relationships with existing customers, particularly for smaller companies, which are the vast majority.

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