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Why Do Customers Get More Than They Need? How Organizational Culture Shapes Product Capability Decisions
The capability level of a product that a firm provides to a customer is an important marketing decision. In the extant literature, the normative heuristic for this decision is one of matching?of providing product capability levels that meet customer needs. However, industry evidence suggests that supplier firms routinely make product decisions that lead to ?overshot? customers, whereby customers receive products with capabilities that exceed their requirements. The authors demonstrate how a supplier firm's organizational culture can cause overshooting scenarios and how these effects can be attenuated to the extent that the focal firm's basic values also reflect a customer orientation. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7701 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2013 |
|---|---|
| Edisi | Vol. 77, No. 1, Jan., 2013 |
| Subjek | Organizational culture Customer orientation Competing values framework product capability provision product decisions |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |