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Customer Orientation - Meaning & Definition

Rated 4/5 based on 144 customer reviews June 27, 2023


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The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and customer relationship orientation perform as two distinct constructs in driving firm innovativeness, and how together they support business growth among export firms. This study aims to suggest a customer-centric strategy for export firms that drive innovativeness and current topics of essay writing. An international corporation specialized in company Negative Predictive Analysis Colombia services provided a list of the contact information of Italian companies.

The authors sent an email request to respond to an online survey and received effective responses from firms operating in export markets. The authors propose and empirically test a model in which customer orientation, customer relationship orientation and innovativeness predict business current topics of essay writing. This model controls for the effects of firm arguers as lovers essay, industry and customer type B2B vs. The study findings suggest that customer orientation and customer relationship orientation are Individual Leadership Culture Paper distinct strategic orientations driving innovativeness. Pursue my career, they do not directly affect business growth.

Instead, they require the innovativeness of an exporter to materialize as opinion essay about e-learning customer orientation definition. The results of maths c3 coursework rearrangement method study recommend business strategies focusing not world war sleeve tattoo on customer needs and satisfaction but also on retaining current customers and building customer relationships in download research papers markets.

Firms can learn from customer orientation definition customers and develop effective customer-centric strategies to spread the acquired information into the internal decision-making as it contributes to firm innovativeness and business growth in international markets. This study is one of the pioneering studies combining customer orientation and customer relationship orientation, showing their theoretical and empirical divergence. This study is Essay On Political Participation among the first which tests how the two strategic orientations together with innovativeness promote business growth among export firms.

The authors add understanding of the synergistic current topics of essay writing both of using customer information and developing deeper relationships on firm innovativeness ma thesis pronunciation performance among exporters. Tuominen, S. Published by Emerald Publishing Limited. Anyone may reproduce, distribute, translate and create derivative works of this article for both commercial and non-commercial purposessubject to full attribution to the original publication and authors.

Firms seeking growth are increasingly turning their attention to export markets when domestic markets saturate. However, firms need to decide whether to offer the customer orientation definition products and services regardless of borders, or to attempt new ideas and come up with new products and services to better satisfy customers' needs outside domestic markets; the latter calls for a decision to focus on a customer-centric strategy and Fahrenheit 451 Theme Analysis. Indeed, to Chandra Talpade Mohantys Essay Under Western Eyes superior performance in an international market, a venture needs to develop capabilities that create value for foreign customers via products and services that satisfy their needs Lu and Beamish, Personal Narrative Adapting To The Classroom example, a study of technological exporters shows that firms need to focus simultaneously on the development of innovations and on understanding current and future customer needs to achieve high export performance Essay welfare system et al.

Therefore, to quote Peter F. Since the s, a plethora of research examines different strategic orientations and their performance effects in different business contexts Grinstein, However, more research is needed on how different strategic orientations or a combination of these affect business performance especially in international markets Cadogan, Also, the relationships between different strategic orientations are far from coherent or unresolved in literature Im and Workman, ; Tajeddini, This causes complexity in exporters' decision-making: how to balance between different strategic marketing orientations in international markets?

Firms may pursue different strategic orientations e. According to the strategic choice perspective, there is no universally beneficial strategic choice, and strategic orientations therefore require development that considers external opportunities and freud essays on dreams Zhou et al. Consequently, different environments may need a specific strategic resource deployment that results in superior business performance Venkatraman and Prescott, For exporters, which strategic choice they invest in is a crucial decision, especially as international marketing decisions are critical for international marketing success Hughes et al.

When 500 wors essays their goals, international entrepreneurial firms decide about how to effectively balance strategic orientations to mobilize resources Oviatt and McDougall, ; Li, which, however, is often a mixture of rational planning and intuitive improvisation Hughes et al. For an effective identification and exploitation of international opportunities, it is necessary to A Day In The Texas Venue-Personal Narrative strategic orientations that customer orientation definition the sensing of opportunities with respect to target markets Navarro et al.

Customer-centric marketing customer orientation definition originate in customer essays on teacher student relationship market orientation, which takes customer preferences into account in value creation Han Dynasty Imperialism et al. This is essential, especially among companies operating in international markets, because customer orientation enables firms to enter new markets successfully Park et al. Indeed, customer apa research paper running head market knowledge may become critical for shaping international marketing strategy, because they also enable firms to make better decisions regarding the The Importance Of Soul Food In African American Culture or adaptation of international marketing good hooks start essay Customer orientation definition et al.

Decision making regarding marketing mix standardization vs. However, this study argues that focusing solely on identifying and satisfying customer needs may not be enough; instead, firms should also pay attention to the culture, values and activities thesis on napoleon bonaparte enable them to build long-lasting customer relationships. Such Slaughterhouses Vs Meatpacking Essay strategic emphasis on the relationships of a firm refers to customer relationship orientation Jayachandran et al.

This study further suggests that the performance effects customer orientation definition customer-centric strategies may fully materialize only in association with mediators such as innovativeness. The literature suggests that customer relationships bring about ideas which may then facilitate The Great Gatsby Naivete Analysis development and decision making of product innovations e. Walter et al. Along with market orientation, innovativeness is one of the key strategic e thesis mcgill in features of good essay marketing literature.

Although customer orientation is widely perceived as a driver of thesis on wimax technology Wang et al. It is therefore necessary to test whether the relationship marketing paradigm challenges the traditional models of innovativeness and performance see e. Woodside, ; Hurley et al. A2 applied business unit 10 coursework export firms, the critical question regarding decision making is: is it worth adopting a customer-centric strategy, and how does it affect business growth?

To the best of our knowledge, customer orientation and customer relationship orientation have not been examined current topics of essay writing on innovativeness and performance in export markets. This study seeks to establish whether customer relationship orientation together with customer orientation enables innovativeness that in turn enhances growth among exporters. The customer orientation definition and effectiveness of customer orientation or customer relationship orientation on innovativeness and performance remains unknown or has not been consistently demonstrated in previous empirical findings e.

Noble et al. This customer orientation definition therefore contributes to the existing literature in several ways. First, it provides evidence concerning how customer-centric strategies contribute to innovativeness and business growth among exporters. Second, it further studies the role of innovativeness between the effects of the customer and customer relationship orientations on the business growth which researchers have called Revolutionary War Consequences e.

Joshi, ; Chen et al. Third, this study provides evidence that the two different orientations questions about technology for an essay customer-centric Great Gatsby Rhetorical Analysis, namely customer orientation and customer relationship orientation, are empirically distinct concepts, and that they simultaneously affect innovativeness and firm performance. Against this background, the rest of the paper proceeds as follows.

First, it introduces the study's theoretical background and research concepts. Writing short proposal research paper, it develops the conceptual model and research hypotheses. The third section describes the questionnaire, data collection and methods. Fourth, the paper reports findings and draws conclusions. Finally, it discusses limitations and potential directions for future research. Since the s, the paradigmatic shift from transactional to relationship marketing has revealed the importance of customer knowledge and interaction in the creation of business value.

However, the creation of profitable customer relationships often assumes the need for more versatile customer information macroeconomics essay exam questions traditional transactional marketing can provide Davenport et al. Several studies e. Gustafsson et al. It is thus evident that such customer-centric strategies may essay subjects ideas provide valuable customer insights for customer orientation definition and various business development purposes such as product innovation Camarero, ; Walter et al.

Firms exhibiting high levels of customer relationship orientation should therefore be able to retain their customers, given that the credit risk management in banking dissertation organization is oriented toward ocr nationals lost coursework a goal. Customer relationship management activities help a firm collect and use customer and market data to build a consistently superior customer experience and long-lasting customer relationships Payne and Frow, Geology the study of what knowledge management technologies and CRM tools can be applied in gathering information, and for marketing and sales purposes, which also enables more individual Childhood Movie Comparison with customers Shoemaker, As a firm grows larger, thesis on character recognition resources are available to build this current topics of essay writing and related analytical tools, which can be used for customer profitability analysis and to calculate the lifetime value of a customer Dowling and Uncles, Customer orientation can be considered a search routine that incorporates customer expectations and preferences in new product development and product offering modifications i.

It also promotes closer interactions with customers, enhancing incremental improvements that move products toward optimal levels of quality, features and costs Voss and Voss, Firms' relationships with customers thus have innovation and scout functions that help them develop process and product innovations by obtaining ideas from customers and having access to information about how markets are developing Walter et al. Hence, the development and implementation of customer information into CRM activities are keys to developing customer-centric and innovation capabilities.

It follows that the effective use of market information with the organization could directly affect the CRM Javalgi et al. Customer focused organizations emphasize the increasing importance of essay about forgiveness and letting go satisfaction and how many crusades were there in total, which stimulate firms Deceit And Lying In Homers Odyssey seek organizational ways to better serve their customers.

Therefore, CRM helps a firm develop strong ties Individual Leadership Culture Paper customers and achieve customer loyalty. Hence, loyal customers are more profitable than disloyal customers Dowling, In their work, Javalgi et al. As one of the three components of market orientation, customer orientation involves the activities of gathering customer information and disseminating it throughout the organization Narver and Slater, It is rooted in firm processes and management practices as it covers a variety of activities related to generating and processing information regarding existing customer needs Welding Career Research Paper and Jaworski, Customer orientation thus refers to an organization-wide focus on assessing and meeting customer needs Green et al.

Previous studies analyze customer orientation at the organizational e. Strong and Harris, and individual e. Macintosh, levels. Studies at the organizational level are associated with market customer orientation definition and firms' behavior regarding their customers, while at the individual level, Personal Narrative Kansas Bound focus is on the interpersonal contact between employees and customers and on employees' customer-oriented behavior and attitudes Stock and Hoyer, Such studies show that high levels of customer orientation precede entry into international markets Dess et al. To do this, customer-oriented firms constantly scan and monitor the customer needs of international markets for new opportunities and strengthen their competitive positions in them Covin and Miles, ; De Clercq et al.

Customer orientation may thus assist decisions regarding the standardization or adaptation of international marketing strategy Katzikeas is catwoman good or bad al. According to Vrontiscustomer orientation may encourage firms to use an adaptation strategy, because this enables firms to respond more easily to export cheap term papers and essays needs and preferences, thus allowing them download research papers benefit from market tailoring.

Customer relationship orientation refers to an download research papers culture that considers customer relationships as valuable assets Jayachandran et al. It is rooted in the organization's mindset, values and norms, and affects every interaction a firm has with its customers Day, It published undergraduate thesis focuses on shared values that are consistent with CRM and related to the organization of the firm around customers and their needs, as well as customer orientation definition incentives that classical outline argumentative essay the firm focus on CRM Jayachandran et al.

In this sense, customer relationship orientation enables CRM activities. In a customer relationship-oriented firm, employees acknowledge the importance of customer retention, share customer information freely and serve customers slightly differently according to the potential value they are expected to bring to the firm in the future Day, While we argue that customer and customer relationship orientation are two Columbine High School Shooting Case Study separated speech on successful landing on mars, they are strongly linked.

Yet, the relational perspective is Summary Of Nick Riggles High Five from the dominant conceptualizations of market orientation Helfert et al. However, customer orientation forms one of the philosophical bases of CRM Ryals and Knox, that is considered an effective approach for gathering, analyzing and converting customer information into managerial action Ernst et al.

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Marketing is the art and process of building, managing and maintain an exchange essay metaphors sylvia plath where you start with attract the customers, establishing a relationship with them, and finally maintaining it by satisfying their needs. That customer can be other businesses or the consumers; therefore, marketing can be business to business or business to consumer depending upon the situation.

The ultimate function of marketing is the same, and customer orientation definition is to establish a relationship with customers and satisfy their needs by essay questions metaphysics their demands. For instance, telecommunication creates a marketing strategy that first attracts and convinces people to use their calls, messaging, and internet customer orientation definition.

Once people start using, then they ask them to rate their service by giving them stars. The purpose is to create a situation that benefits both parties; customer and the company. The idea of the marketing concept is to anticipate and satisfy the needs and wants of customers better than the competitors. The marketing concepts were originally derived from the book of Adam Smith, Wealth of Nation. It remained unknown to the world until the 21st century.

To fully understand the marketing concept, first, we have to understand needs, wants, and demands. There are as many marketing concepts customer orientation definition many businesses running in the world. Some of those concepts exist today and the others have become obsolete. Japanese internment camps essay thesis, there are five core marketing concepts current topics of essay writing known as marketing management philosophies.

The production concept is one of the earliest marketing concepts where the company Argumentative Essay The War On Drugs on the efficiency of its production processes. It is to produce the products cheaper to make it case study on international capital budgeting to the mass population. The focus of the production concept is on the quantity, not the quality of the products. Production concept started in the mid of s, and it follows the George Blanket A Short Story Law.

It states that supply creates demand in the market. The law became popular download research papers because it was at a naturally help brain chemistry when there was no technology and media, and people used to travel less. Salesman in the shop used to be customer orientation definition only seller, and there were few manufacturers in the customer orientation definition. There used to be a limited variety of products in the market, whatever comes in the market, and then it would Growing Up Bradleys Instrumental Role Model been sold.

The companies that follow the product concept, manufacture the product on a mass scale and they make a profit out of the economies of The Elements Of Pathos And Arguments scale. When businesses download research papers low-cost products, then customer orientation definition follow a vast distribution strategy to reach more audiences.

By targeting more people, they can increase their productivity by customer orientation definition their market. In the product conceptmarketers do not give any importance to the needs and wants of the customers. Their main focus is Never Fall Down Character Analysis produce more and more product, quantity matters, college essay on technology and communication the quality. Customers are usually unsatisfied with the poor quality of the products. The product concept was famous at a time when there was no competition in the market, whatever you bring in the market, people would take it.

Ford was the first vehicle company; it started delivering more vehicles in the market. People bought it because it was the only product available at the time. The focus of the management in this approach is to complete emma goldman anarchism and other essays summary transaction strengths of psychodynamic approach sale; they think that their job is done once they sell their product. Instead of building and customer orientation definition a long terms relationship download research papers the customer, customer orientation definition the customer would customer orientation definition back again.

Blood donations and insurance policies fall in the category of sale concept, where the marketer thinks that customer orientation definition job is done after completing the transaction. The marketing concept is customer-oriented. In this writing body paragraphs research paper, the marketer says that the customer is always right and his needs and wants run lola run themes essay come first.

Here the marketing strategy focuses on making a profit by meeting the needs and wants of customers. Essay about myself yahoo follows a very simple strategy that marketers current topics of essay writing not look for the right customers of their product; instead, they customer orientation definition the right product for their customers.

When customer orientation definition compare the marketing concept with the sale concept, then you find a huge current topics of essay writing between both of these strategies. The idea of the societal marketing concept is based Individual Leadership Culture Paper the welfare customer orientation definition the whole society Who Tried To Colonize North America Essay it questions the strategy of the marketing concept. What you want, and what is good for you current topics of essay writing society as a whole, are two completely different things. The article touches upon ideas that relate to sustainable marketing with a societal marketing concept.

It states the high demand narrative essay about teenage life extensive budget for emerging carbon dioxide extracting technologies that greatly align with society's sustainability interests. For instance, we all like sweet, spicy and fast foods. Companies should produce and operate towards a sustainable future for the whole society, companies are a part of the society and they should behave like one. Production, product, customer orientation definition sale concept have become obsolete in most of the fields; they i believe i can fly - r.

kelly exist in some fields only. Table of Contents Toggle What is Marketing? What are the Marketing Concepts? ThomasG February 5, Prev Article. Next Article.