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A market orientation describes the process by which a company determines current and future customer needs and disseminates this information throughout the firm's various divisions, which then act together as a unified organization to meet specified customer needs. To companies with a market orientation, a focus on the customer is paramount. Merely defining a market orientation, however, is easier than actually creating a more customer-focused organizational culture. Some managers know what things in their organization need to be changed but do not know how to effect that change.
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