How Market Orientation Drives Success

Issue 30: November 18, 2021

There has been much written about the dynamic and disruptive market forces we operate in. But there is less attention paid to how an organization and its system can only achieve its purpose and goals if the individual and group-based human factors are aligned and oriented towards a shared value proposition to the market. We call this market orientation: enterprise-wide market information (intelligence) related to the present and upcoming needs and desires of customers, disseminating information through and in between departments comprising the parts of an organization’s system, resulting in organization-wide responsiveness, according to Falasca. Simply stated, that means a holistic relationship between leadership, the workforce and its market designed to drive response and engagement among stakeholders.

Why Market Orientation?

Market orientation basically represents a set of processes touching on all aspects of an organization with the purpose of maintaining a…