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| Author: | Kumar, K. Subramanian, R. |
| Title: | Navigating the external environment through a market orientation |
| Journal: | SAM Advanced Management Journal
2000 : WINTER, VOL. 65:1, p. 16-30 |
| Index terms: | MANAGEMENT MARKET ORIENTATION USA |
| Language: | eng |
| Abstract: | It seems to go without saying that companies today will not survive much less prosper without a market orientation. But that may not be enough. What kind of orientation do they have? Are they focused on their competition or their customers? A study of 159 hospitals in the US showed that those with a competitor focus (48%) had higher return on capital, while those focused on customers (29%) were more successful with new services and in retaining patients. Groups with no clear focus performed poorest. |
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