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Essay's paper info
Topic: Business
Number of pages / Number of words: 41 / 11406
Essay's paper body

Not surprisingly,

some studies have concluded that customer orientation

makes a contribution to performance, whereas others have

determined that it does not. Even though each study has

generated insight on the issue, in aggregate they present

a contradictory picture of customer orientation’s impact...


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In this study, we reexamine the important relationship between customer orientation

and business performance. The study is based on the literature that suggests that business performance

is multidimensional (consisting of market and financial dimensions), and that customer orientation is

facilitated by information systems (consisting of information technology, or IT, capability and information

services)...


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General points of the essay

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