• Disha Suri

Customer power plays a role in the demise of leading enterprises during periods of industry discontinuity, according to Christensen and Bower (1996). They come to the conclusion that, in these circumstances, adopting a customer orientation does not appear to be sound counsel. Long-standing marketing theory and new studies, on the other hand, contradict this notion. We differentiate two types of "customer orientation" that are commonly misconstrued in this discourse. The first, a customer-led mind-set, is primarily concerned with meeting consumers' expressed requirements, and is often focused on the short term and reactive. The second, a market-oriented mind-set, goes beyond meeting consumers' declared wants to recognising and meeting their latent needs, and is therefore more long-term and proactive.

Examining Similarities and Dissimilarities Between Individual Market Orientation and customer orientation.

"Examining Similarities and Dissimilarities Between Individual Market Orientation and customer orientation.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.334-337, March-2019, Available :http://www.jetir.org/papers/JETIR1903N42.pdf

"Examining Similarities and Dissimilarities Between Individual Market Orientation and customer orientation.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp334-337, March-2019, Available at : http://www.jetir.org/papers/JETIR1903N42.pdf