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NEW The concepts "customer focus" and "market orientated" are often discussed and presented in different companies’ mission statements. It is important to know that there are significant differences between these two customer orientations. Slater and Narver (1998) have made a point on that matter, while also trying to point out the conditions under which both strategies may be successful as well as possible problems they may lead to. Below I share a summary of their findings.
THE CUSTOMER-LED BUSINESS
Focuses on understanding the expressed needs of the customers and finding ways to satisfy those needs
May develop close relationship with major clients
Is reactive and short-term in focus
Leads to adaptive learning, which hides the danger of limiting the manager’s view to the one of their current customers’ eyes
Hampers innovation with its focus only on current rather than the potential needs of the customers
Needs a valid measure of customer satisfaction, which is often difficul
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