TY - JOUR
AU - Pitt, Leyland F.
AB - Fall 1999 | V ol.42, No.1 | REPRINT SERIES California Review Management To Ser ve or Create? Strategic Orientations Toward Customers and Innovation Pierre Berthon James M Hulbert Leyland F. Pitt © 1999 by The Regents of the University of California To Serve or Create? STRATEGIC ORIENTATIONS TOWARD CUSTOMERS AND INNOVATION Pierre Berthon James M Hulbert Leyland F. Pitt he recent strategic management literature has featured a debate con- cerning various philosophies that have competed as guiding templates for the way in which organizations conduct their business activity. An T innovation orientation asserts that customers will prefer those products and services that generate the greatest interest and provide the greatest perfor- mance, features, quality, and value for the money—in short, technological supe- 2 3 riority. Managers in firms that enact an technological innovation orientation devote their energy towards inventing and refining superior products. A second philosophy, often identified as customer orientation (and nowadays more com- monly referred to as “market orientation”), contends that identifying the needs and wants of the target market—and delivering products and services that satisfy these needs—is key to the attainment of organizational goals. Discussion of the innovation philosophy generally refers to issues such as new 
TI - To Serve or Create? Strategic Orientations toward Customers and Innovation
JF - California Management Review
DO - 10.2307/41166018
DA - 1999-10-01
UR - https://www.deepdyve.com/lp/sage/to-serve-or-create-strategic-orientations-toward-customers-and-JMS0gVcWvC
SP - 37
EP - 58
VL - 42
IS - 1
DP - DeepDyve
ER -