From "make and sell" to "sense and respond."

Citation metadata

Author: Stephan H. Haeckel
Date: Oct. 1992
From: Management Review(Vol. 81, Issue 10)
Publisher: American Management Association
Document Type: Article
Length: 528 words

Main content

Abstract :

Companies typically can be characterized by one of the two major paradigms of marketing orientation as being either a product-centered or a service-centered organization. Product-centered companies develop products that are responsive to the market place and offer services as a complement to the products. Service-centered companies see a product as part of a complete package. While some firms may try a hybrid strategy, one of the two paradigms will predominate. The correct choice of paradigm will rely on the nature of the company's customers and on market and industry variables.

Source Citation

Source Citation
Haeckel, Stephan H. "From 'make and sell' to 'sense and respond.'." Management Review, vol. 81, no. 10, Oct. 1992, p. 63. Accessed 6 June 2023.

Gale Document Number: GALE|A12800773