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Title: Perspective-taking : a critical aspect of market orientation
Authors: Caruana, Albert
Chircop, Saviour
Brockdorff, Noellie
Keywords: Time perspective -- Case studies
Customer relations
Ability -- Cross-cultural studies
Issue Date: 2009
Publisher: European Marketing Academy
Citation: Caruana, A., Chircop, S., & Brockdorff, N. (2009). Perspective-taking: a critical aspect of market orientation. European Marketing Academy Conference, Nantes.
Abstract: Perspective-taking and the ability to take a customer’s point of view lie at the very heart of marketing. Whilst the relevance of perspective-taking to marketing is broad, this paper proposes how the concept can be applied within the context of a firm’s market orientation. It introduces the construct of perspective-taking as an aptitude that can be developed among employees and managers in order to strengthen a firm’s collective market orientation. The theoretical basis for perspective-taking that is rooted in the psychology literature on aptitude complexes and formation is outlined, and conclusions are drawn.
Appears in Collections:Scholarly Works - FacMKSCC
Scholarly Works - FacMKSCS
Scholarly Works - FacMKSMC

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