The market-led organisation
The market-led organisation

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The market-led organisation

5.5 Relationships in your organisation

In this section I have introduced you to case studies and reading that should have helped you understand how market orientation affects an organisation's performance. I have also asked you to look at your own organisation and make judgements regarding its performance. Near the beginning of this session I asked you to consider some questions from Drucker (1992). I have added a few more questions to his list and ask you now to try to answer these questions for your organisation. You probably don't know all the answers, so this activity may involve you in asking colleagues questions or visiting other departments. The ease/difficulty of your information search should give you a clear indication of the extent to which your organisation is market led.

Activity 9

Try to answer the following questions for your organisation:

  • What is our business?

  • Who is our customer?

  • What does our customer consider as value?

  • What have been our results?

  • What is our plan?

  • Now consider the four key relationships (with customers, co-workers, collaborators and competitors). Can you identify these relationships in your organisation?

  • What influences do these key relationships have on the decisions your organisation makes?

  • How are these key relationships managed?

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