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- W3157262013 abstract "Chapter 7 focuses on the marketing dimension of the innovation orientation of companies providing business services. Innovation orientation requires responding to customer needs. Recognising the needs of both current and unconscious results in prepared services and specific marketing activities proving the market orientation of companies. This chapter presents and discusses the key elements of marketing, which are also the basic elements of market orientation that, in the context of business services, determine the creation of value for the customer. Due to the nature of business services, the authors paid special attention to the participation of clients in the process of creating value. Customer co-creation is an integral part of a business service that is characterised by knowledge transfer. This chapter proves that companies offering business services must follow market orientation to develop innovation orientation." @default.
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- W3157262013 date "2021-04-06" @default.
- W3157262013 modified "2023-09-26" @default.
- W3157262013 title "Marketing dimension in innovation orientation" @default.
- W3157262013 doi "https://doi.org/10.4337/9781839109553.00013" @default.
- W3157262013 hasPublicationYear "2021" @default.
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