Given the popular appeal of customer orientation, but lack of consistent evidence of its performance benefits, we reexamine the customer orientation–business performance relationship. The purpose of our study is to better understand the existence and nature of this relationship. For the sake of clarity, customer orientation refers to the firm-level ability to “identify, analyze, understand, and answer user needs” (Gatignon and Xuereb 1997, p...
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78). As elaborated later, this orientation is distinct from market orientation, and its conditions and consequences are likewise unique (Rindfleisch and Moorman 2003; Slater and Narver 1998, 1999). Our study is guided by two observations from the extant literature. The first observation is that past studies isolating customer orientation have examined its highly varied and specific performance outcomes, such as subscription theater ticket sales, number of me-too products launched, and return on investment in small enterprises (e...
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