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.
• 其他作者: Nanyang Business School
• 格式: Final Year Project
• 語言: English
• 出版: 2011
• 主題: DRNTU::Business::Marketing
• 在線閱讀: http://hdl.handle.net/10356/44102
• 機構: 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...