Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 11

The notion of market orientation was first proposed in the academic literature, whereas a more managerial literature would later more easily refer to the term customer orientation. Market orientation has historically been defined on the basis of three pillars: customer focus, broad involvement of different departments in the company and profitability (Kohli and Jaworski 1990, p. 3).

Here the preferred term “customer orientation” seems to be more anchored in reality and pragmatic. While the invisible hand of the market does not need to be tightened, on the other hand, many customers will judge one by one’s handshake! Nevertheless, a full and true customer orientation must also integrate competitive issues and more broadly a set of stakeholders that will be presented throughout the book.