Customer orientation is a fine ideal. Making it a reality is difficult for many organizations. Provides a framework to guide management through the process of building a customer-driven philosophy. It is hoped that by means of such a framework it will be possible to evaluate an organization's customer orientation profile, and to provide the basis for a comparison of interorganizational approaches.
Capon, Noel, John Farley, James Hulbert, and D. Lei. "In Search of Excellence Ten Years Later: Strategy and Organization Do Matter." Management Decision 29, no. 4 (1991): 12-21.
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