Considering the interaction between market orientation and
brand orientation helps with understanding the conceptualization
of SBO. While “market orientation is a central notion in the marketing
discipline and might be called its foundation” (Urde et al.,
2013, p. 118), its external focus is on the satisfaction of customer
needs and wants, consistent with service orientation. Still, organizations
can adopt an internally focused brand orientation, whereby
the brand, as a strategic resource or asset ofthe organization supersedes
the needs and wants of customers and customer satisfaction
is sought only to the extentthatit fits within the framework of organizationally
agreed upon brand identity. In essence, the difference
between the two orientations is that the former is market-driven
(i.e., responder) whereas the latter is market-driving (i.e., innovator).
Considering the interaction between market orientation and
brand orientation helps with understanding the conceptualization
of SBO. While “market orientation is a central notion in the marketing
discipline and might be called its foundation” (Urde et al.,
2013, p. 118), its external focus is on the satisfaction of customer
needs and wants, consistent with service orientation. Still, organizations
can adopt an internally focused brand orientation, whereby
the brand, as a strategic resource or asset ofthe organization supersedes
the needs and wants of customers and customer satisfaction
is sought only to the extentthatit fits within the framework of organizationally
agreed upon brand identity. In essence, the difference
between the two orientations is that the former is market-driven
(i.e., responder) whereas the latter is market-driving (i.e., innovator).
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