Discuss the four evolving company orientations. Which orientation is considered most successful and why?

What will be an ideal response?

In the first orientation, companies are product oriented, paying little attention to either customers or competitors. In the second orientation, they become customer oriented and start to pay attention to customers. In the third orientation, when they start to pay attention to competitors, they become competitor oriented. Today, companies need to be market oriented, paying balanced attention to both customers and competitors. Rather than simply watching competitors and trying to beat them on current ways of doing business, companies need to watch customers and find innovative ways to build profitable customer relationships by delivering more customer value than competitors do.