Customer-Oriented Marketing Strategy

Senior Management Characteristics

Senior management characteristic is the most important factor for achieving market orientation. Several studies stress the critical role of senior managers in fostering a market orientation. Some author like Felton, Levitt, Webster, Kohli and Jaworski examined the role of senior management in achieving market orientation.4 Senior management’s encouragement is required to develop market orientation. In addi­tion to management’s mere involvement, the necessity of communicating a commitment to being market oriented has been dealt with extensively.5

Senior management’s reinforcement of the importance of market orientation is likely to encourage employees to track changing markets, share market intelligence, and ...