Of course every company in existence will espouse a customer-centric orientation.

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In early 2000, the company lost its customer-centric orientation.

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Outside-in orientation maximizes customer value and produces more supple organizations.

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The premise is that consistently successful companies start with an external market orientation and vigilantly study customer trends in order to design their strategy.

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The U.S. marketing team would send to Japanese management product requirements based on real customer desires, but what came back in the next product cycle often failed to reflect this market orientation.

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