Research Notes and Communications Customer-led and Market-oriented : Let ’ S Not Confuse the Two

  title={Research Notes and Communications Customer-led and Market-oriented : Let ’ S Not Confuse the Two},
  author={Stanley F. Slater and JOHN C. NARVER},
Christensen and Bower (1996) report the results of a study of how customer power contributes to the failure of leading firms during a period of industry discontinuity. They conclude that developing a customer orientation appears not to be wise advice under these conditions. However, this conclusion is contradicted by long-standing theory and recent research in marketing. In this commentary we distinguish between two forms of ‘customer orientation’ that are frequently confused. The first, a… CONTINUE READING
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