Business orientation: Cliche or substance?

Gordon J. Pearson

37 citations0/0 files storedJournal of Marketing Management

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Marketing and Advertising Strategies Innovation and Knowledge Management Management and Marketing Education

Abstract

This paper reviews the orthodox treatment of production, product, sales and marketing business orientations in introductory marketing texts and suggests changes. Orientation is an important issue which has a profound effect on long run business success, particularly on the effectiveness of business strategy. It is recommended that the orthodox orientations should be revised to the following: marketing/customer orientation; accounting/cost orientation; production/technology orientation; R&D/innovation orientation. The examination of orientation suggests they should not be regarded as mutually exclusive, but rather that organizations need, to some extent, to be oriented to all four. This treatment of orientation may be a little more complex than the former but it remains simple enough for inclusion in introductory texts.

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References

1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1987The Strategy Concept I: Five Ps for Strategy 1982English Culture and the Decline of the Industrial Spirit, 1850-1980 2012Managing For Results 1982Managing as if Tomorrow Mattered 1986The productivity paradox 1985The Paradox of “Corporate Culture”: Reconciling Ourselves to Socialization 1987Practice of Management

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2006Market orientation in Nigerian companies 2003Market orientation and the craftsperson 2011An examination of the role for Business Orientation in an uncertain business environment 2019Towards a framework for innovation orientation within business and management studies 2010Value creation architecture and engineering 2003Market orientation and industrial salesforce: diverse measure instruments 2019

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