Navigating the External Environment Through a Market Orientation

摘要

It seems to go without saying that companies today will not survive much less prosper without a market orientation. But that may not be enough. What kind of orientation do they have? Are they focused on their competition or their customers? A study of 159 hospitals in the U.S. showed that those with a competitor focus (48%) had higher return on capital, while those focused on customers (29%) were more successful with new services and in retaining patients. Groups with no clear focus performed poorest.