Market orientation is free: the real costs of becoming market-led

Lloyd C. Harris; Nigel F. Piercy

doi:10.1108/00251749710160160

Market orientation is free: the real costs of becoming market-led

Lloyd C. Harris, Nigel F. Piercy

MSM Marketing

Cardiff University

Research output: Contribution to journal › Article › peer-review

Abstract

Management is urged by many theorists from different disciplines to be market- or customer-oriented. This advocacy comes from marketing, total quality management, business process re-engineering, “excellence” and general management. There are many barriers to taking this advice. However, the most frequent objection is cost and expense. Argues that this barrier is an illusion which detracts from confronting the real impediments to implementing market orientation. We argue that in many important aspects market orientation is “free”!.

Original language	English
Pages (from-to)	33-38
Number of pages	6
Journal	Management Decision
Volume	35
Issue number	1
DOIs	https://doi.org/10.1108/00251749710160160
Publication status	Published - 1 Feb 1997

Keywords

Free market
Market orientation

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10.1108/00251749710160160

Cite this

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Market orientation is free: the real costs of becoming market-led

Abstract

Keywords

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