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

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  • Tom Connor

Abstract

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 customer‐led 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 © 1999 John Wiley & Sons, Ltd.

Suggested Citation

  • Tom Connor, 1999. "Customer‐led and market‐oriented: a matter of balance," Strategic Management Journal, Wiley Blackwell, vol. 20(12), pages 1157-1163, December.
    • Handle: RePEc:bla:stratm:v:20:y:1999:i:12:p:1157-1163
    DOI: 10.1002/(SICI)1097-0266(199912)20:123.0.CO;2-3
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    Cited by:

    1. Baker, William E. & Mukherjee, Debmalya & Gattermann Perin, Marcelo, 2022. "Learning orientation and competitive advantage: A critical synthesis and future directions," Journal of Business Research, Elsevier, vol. 144(C), pages 863-873.
    2. Ardito, Lorenzo & Messeni Petruzzelli, Antonio & Dezi, Luca & Castellano, Sylvaine, 2020. "The influence of inbound open innovation on ambidexterity performance: Does it pay to source knowledge from supply chain stakeholders?," Journal of Business Research, Elsevier, vol. 119(C), pages 321-329.
    3. Meng-Hsiu Lee & Chan Wang & Tzu-Jung Wu & Ming-Yu Yen, 2021. "Multilevel Linking Service Innovation, Service Sweethearting, and Brand Association: The Moderating Role of Sustainable Human Resource Management," SAGE Open, , vol. 11(1), pages 21582440209, February.
    4. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    5. Laura Serviere-Munoz & Anshu Saran, 2012. "Market Orientation, Innovation, And Dynamism From An Ownership And Gender Approach: Evidence From Mexico," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 1-17.
    6. Duffy, Sarah & Bruce, Kyle & Moroko, Lara & Groeger, Lars, 2020. "Customer orientation: Its surprising origins, tumultuous development and place in the future of marketing thought and practice," Australasian marketing journal, Elsevier, vol. 28(4), pages 181-188.
    7. Bhattarai, Charan Raj & Kwong, Caleb C.Y. & Tasavori, Misagh, 2019. "Market orientation, market disruptiveness capability and social enterprise performance: An empirical study from the United Kingdom," Journal of Business Research, Elsevier, vol. 96(C), pages 47-60.
    8. Liu, Zhiqiang & Huang, Yanyi & Huang, Ying & Song, Yiping Amy & Kumar, Ajay, 2022. "How does one-sided versus two-sided customer orientation affect B2B platform’s innovation: Differential effects with top management team status," Journal of Business Research, Elsevier, vol. 141(C), pages 619-632.

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