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Customer-led and market-oriented: a matter of balance

✍ Scribed by Tom Connor

Publisher
John Wiley and Sons
Year
1999
Tongue
English
Weight
64 KB
Volume
20
Category
Article
ISSN
0143-2095

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✦ Synopsis

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 suggested here that Slater and Narver's contention that strategic success is a function of market-led orientation rather than customerled orientation is too 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. Copyright

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