The market-led organisation
The market-led organisation

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The market-led organisation

4.2 Narrowing the focus

Offering a unique value proposition involves designing a value-driven operating model. This is a combination of operating processes, management systems, business structures and culture that will give the organisation the ability to deliver superior value. The value-driven operating model is the means of delivering the value proposition.

Organisations that are market leaders have value-driven cultures and management systems that treat all employees as ‘part-time marketers’ (Gummesson, 1990) giving them responsibility to create the unique value customers want. These organisations have several common characteristics (Slater and Narver, 1998). They:

  • take a long-term view

  • have the ability to create and sustain crucial external and internal networks that are able to:

    • anticipate and respond to evolving customer needs

    • listen closely to their customers, but understand that different types of customer provide different types of information

    • focus on customer satisfaction

    • build and sustain long-term relationships.


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