Customer-led and market-oriented: a matter of balance
批评Slater和Narver认为战略成功取决于市场导向而非客户主导的观点，指出该观点过于简化，忽视了企业资源禀赋和规模差异，尤其对占多数的中小企业而言，与现有客户的紧密关系更为关键。
This article is prompted by Slater and Narver’s (1998) SMJ article entitled ‘Customer-led and market-oriented: Let’s not confuse the two’. It is suggested here that Slater and Narver’s contention that strategic success is a function of market-led orientation rather than customer-led orientation is too reductionist a proposition which gives inadequate weight to the resource endowment and scale differences between companies. The argument is offered that success through time for the bulk of businesses will be directly related to close relationships with existing customers, particularly for smaller companies, which are the vast majority. Copyright © 1999 John Wiley & Sons, Ltd.