The case of British Telcom will be used in order to prove the evidence of provided research and theory.
Beginning in the late 1980s, there has been a great deal of research on what exactly customer relationship management means and on what exactly a firm should be doing to implement such an orientation. Information technology offered firms a way to obtain, process, and use individual customer information so that firms would be able to personalize customer experiences. Some scholars have called it "market orientation." (Armstrong, Cowan, Vickers, 2005:195 )One set of researchers suggested that customer orientation is a subset of market orientation. Their definition for market orientation is "the set of cross-functional processes and activities directed at creating and satisfying customers through continuous needs-assessment." ( John, 2003: 11). Following their lead, market orientation has been treated as being composed of three components: customer orientation, competitor orientation, and interfunctional coordination.
Can the terms customer orientation and market orientation be used interchangeably If we accept the definition of a "market" (Ennew, Binks, 2003:220) as being a set of potential customers and treat the terms market and customer as ...Show more