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Keywords: Customer-orientation
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Journal Articles
Journal of Product & Brand Management (2016) 25 (4): 373–386.
Published: 18 July 2016
... suffer from inertia and operate with an Isolate strategy. The second most common approach is that of Follow or customer orientation. There is limited engagement with the innovation orientations of Shape and Interact. It is best for the industry to move toward an Interact model, accepting that consumers...
