CHAPTER 4

How to Become a ­Market-Oriented ­Organization

In the previous chapter, we examined the relationship between market ­orientation for the new companies from the normative point of view by using previous research and lessons derived from the market examples. In this ­chapter, we will also look at how to become a market-oriented organization. Additionally, the traditional and market-oriented organizational structures will be compared.

A Company Case

FedEx Ranks Number One in Customer ­Satisfaction Among Express Delivery Companies For 12th ­Consecutive Year

MEMPHIS, Tenn., June 08, 2009—FedEx Corp. (NYSE: FDX) today ranked number one in customer satisfaction in Express ­Delivery industry and also the first among 81 companies whose customers ...

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