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While the benefits of market orientation are largely accepted and the importance of customer asset are widely recognized, a group of scholars and managers remain skeptical, and few studies have empirically examined the complexity of the effects of these constructs on firm performance. The study is to develop a valid measure of customer asset orientation and then examine its impact the relationship...
With the intensified competition and the changing roles of customers from passive purchasers towards active buyers, co-producers, co-creator of customer value and co-developer of core competences of firms, both managers and scholars tend to view customers as strategic asset. The research addresses three questions: 1) Why are some firms more customer asset oriented than others? 2) What effect does...
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