Customer Orientation and Innovation – The Perspective of Top-Level Management

Abstract

Research background: Scientific exploration of customer orientation also confirms the existence of connections which occur between the focus of an enterprise on the needs of its customers and the level of its innovativeness. For it is the customer and his/her needs that determine a company’s primary directions of development and, in the end, the customer decides whether to make purchases and accept the company’s offer

Keywords

• customer orientation
• innovation
• relationships with customers
• l21
• l22
• m30
• m31