1 When Does Customer Orientation Pay off ? a Configurational Analysis of the Performance Effects of Orientations , Strategies , and Market Conditions *

  • Published 2009
The benefits and drawbacks of customer orientation are heavily debated in the strategic management literature. This study uses a configurational approach to analyze the constellations of different strategic orientations (competitor and technology orientations), strategy types (defender and prospector), and market conditions (competitor dynamism and demand… CONTINUE READING