Abstract
Given the benefits of a market orientation, why do so many organizations fail to become market-driven? One reason is confusion over what it means to be market-driven. Some organizations have become “customer compelled ” and try to respond to whatever their customers say they want, without exercising any discipline. Others argue that it is sometimes best to “ignore the customer.” This latter view finds listening to customers deficient as a guide to action. This is a misconception based on three false dichotomies: (1) that you can either lead or follow customers, (2) that you can't stay close to both current and potential customers, and (3) that a technology push can't be balanced with a market pull.
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Day, G.S. Misconceptions about Market Orientation. Journal of Market-Focused Management 4, 5–16 (1999). https://doi.org/10.1023/A:1009882027377
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DOI: https://doi.org/10.1023/A:1009882027377