To Serve or Create? Strategic Orientations toward Customers and Innovation

Pierre R. Berthon · James Mac Hulbert · LEYLAND F. PITT

367 citations0/0 files storedCalifornia Management Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Service and Product Innovation Business Strategies and Innovation Innovation and Knowledge Management

Abstract

This article reviews a central tension in management—the relationship between customers and innovation. It explores the contrast between serving and creating customers and examines the sometimes uneasy relationship between an innovation orientation and a customer orientation. From this discussion, the article develops a model that provides an inclusive paradigm of the different strategies that firms have used to resolve the tension and explores the dynamics of the change process for several well-known companies. It concludes by developing the managerial implications of the model, with a particular emphasis on how new technology is changing the desirability of alternative strategies.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 367 citations exist upstream.

References

1994The Commitment-Trust Theory of Relationship Marketing 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1984Structural Inertia and Organizational Change 1993Market Orientation: Antecedents and Consequences 1996Ambidextrous Organizations: Managing Evolutionary and Revolutionary Change 1997Customer value: The next source for competitive advantage 1995Market Orientation and the Learning Organization

Cited by

2005The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance*2006Conceptualizing Innovation Orientation: A Framework for Study and Integration of Innovation Research *2010Strategic Orientations in Management Literature: Three Approaches to Understanding the Interaction between Market, Technology, Entrepreneurial and Learning Orientations 2007Why build a customer relationship management capability?2008Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.