âMarketing warriorsâ refer to organisations that focus on its competitors; which may lead to a boost in the market share performance in a market that is stable and predictable. The âstrategically intergradedâ approach refers to allocating equal importance to both the gathering and dissemination, while focusing on customers and competitors; this approach can cause for the market share performance to increase while causing a decrease in the return of investment...
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And finally, âstrategically ineptâ refers to organisations that are unsuccessful in adopting a market orientation strategy; such can cause the return of investment to increase in a predictable and stable market.
Heins (200) suggests that organisations ideally take one of the following two approaches: either follow the âstrategically intergradedâ approach, which has been argued by many researchers, that a balance between customers and competitors seems the best way to acquire success; although organisations may need to surrender their return of investment, due to the high costs involved in keeping an eye on both competitors and customers...