Market orientation is free: the real costs of becoming market‐led

Abstract

Management is urged by many theorists from different disciplines to be market‐ or customer‐oriented. This advocacy comes from marketing, total quality management, business process re‐engineering, “excellence” and general management. There are many barriers to taking this advice. However, the most frequent objection is cost and expense. Argues that this barrier is an illusion which detracts from confronting the real impediments to implementing market orientation. We argue that in many important aspects market orientation is “free”!