Does your company make widgets -- or meet customer needs? According to research by Kellogg professor Gregory Carpenter, taking the latter attitude is an important way to ensure customer loyalty and ...

Operating without a marketing orientation can leave your business vulnerable to companies that have a more customer-centric operation. Typically, companies that do not adopt a marketing orientation ...

Implementing marketing approaches based on customer relationships and customer experience can give your company a decisive competitive advantage. Marketing orientation has evolved beyond a process ...

Journal of Marketing Theory and Practice, Vol. 15, No. 2 (Spring, 2007), pp. 113-125 (13 pages) The market orientation construct is central to the study of marketing; however, scholars have expressed ...

Management Science, Vol. 43, No. 4, Frontier Research in Manufacturing and Logistics (Apr., 1997), pp. 465-478 (14 pages) In collaboration with industry partners, a normative model of the product ...

In my last column, I addressed the business benefits of an International SEO Strategy, and the first benefit was to complement your broader global strategic plan. This is a critical alignment ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Solomon Thimothy There’s ...

Throughout the late 20th century, a quiet business revolution took place. As the cost of production systems declined and consumers became accustomed to greater choice, conventional marketing wisdom ...

At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to look at your brand from the customer’s perspective to a trip down ...

YouTubers Logan Paul and KSI set up Prime as a competitor to Gatorade (Source: Shutterstock/Raz McNulty Photography) Internet creators have been capturing the attention of marketing circles recently.