April 2009

Walking the Walk
When Intel’s CEO announced that “every idea and technical solution should be focused on meeting customers’ needs from the outset,” he was proposing a radical shift from an organization focused on microprocessor design to a company whose culture would prioritize understanding and meeting specific customer needs (Edwards, 2005). As more firms make the effort to become customer-focused, it is important to comprehend not only what a market orientation is, but also how such a transformation occurs.

Gary F. Gebhardt

Gregory Carpenter

John F Sherry Jr.