CHAPTER 8

Consequences of ­Market Orientation Effect on ­Organizational Performance

In this chapter, we will explain some important consequences of ­market ­orientation. Organizational performance, firm innovativeness, ­learning ­orientation, customer loyalty, and employees will be investigated as ­consequences of market orientation.

A Company Case

Cisco Customer Focus

Cisco has established a truly customer-focused culture throughout the organization and not just in the customer-facing departments. Everyone at Cisco is empowered to act on behalf of customers and acknowledge that we all have a role that impacts their behaviors and attitudes. Experts with years of industry knowledge and Internet business solutions experience bring high return ...

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