Does customer orientation always lead to greater market and financial performance? : a study of the moderating effects of internal and external environmental conditions.

• Main Authors: Chan, Jonathan Weihao., Heng, Xue Li., Lee, Xin Hui.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/44102
• Institution: Nanyang Technological University

The effect of customer orientation on firm performance has been a subject of controversy within the marketing and strategy literature. While the traditional normative literature argues that a devotion to serving customers’ interests will help firms to effectively satisfy customers, thus leading to s...