As a marketer, in other words, getting closer to customers, while keeping a wary eye on their competitors in order to respond quickly and effectively to changing market conditions, it has long been regarded as a key way to improve competitive advantage. However, there is still a lack of understanding of how to optimize the implementation of market-oriented strategies for business, especially in the service sector. This article addresses this gap by studying both customers and competitors focused practice can be fine-tuned to create a differential advantage. In-depth qualitative study of professional, financial and business services firms in New Zealand show that the market is well applied in practice is much more important than the number of methods that have been taken. "Hide
by Brendan Gray Source: Business Horizons 13 pages. Publication Date: July 15, 2010. Prod. #: BH394-PDF-ENG
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