Question

Topic: Research/Metrics

Marketing Orientation

Posted by Cyril_Crasto on 10/10/2012 at 5:21 AM ET 50 Points
How can we measure the Marketing Orientation (MO) of new startups? What are the constructs that relate to this i.e. customer-centric, competition-focused, etc.? Is there a common scale to measure MO?
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RESPONSES

  • Posted on 10/10/2012 at 7:20 AM Accepted
    Not sure if this is the kind of answer you want, but one of the first things we look for in a new start-up is whether they put marketing BEFORE product development or not.

    If they spend all their time, effort and money on product development before they research the market to identify the needs and receptivity to the concept, then they are almost certainly NOT Marketing Oriented.

    A new business should START with a deep understanding of the target audience and its needs. If they didn't start there, you're looking for trouble down the road.
  • Posted on 10/10/2012 at 2:21 PM Accepted
    I accept Phil's modification. I guess I just assumed that a software developer wouldn't be interested in the target audience's need for better toothpaste, etc.

    The problem often crops up when the company is so committed to its preconceived solution that they fail to verify that the problem they're solving is an important one for the target audience.
  • Posted by Cyril_Crasto on 10/15/2012 at 1:12 AM Author
    Thanks for the responses. I understand the Narver & Slater (1990) guidelines are a great start and a industry benchmark.
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