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What are the obstacles to adopting a consumer orientation in a small firm?

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What are the obstacles to adopting a consumer orientation in a small firm?
In most cases, the failure of small firms to adopt a consumer orientation can be explained by one or more of the following three factors. First, a firm is likely to adopt a production efficiency emphasis if competitive pressure is weak and/or demand exceeds supply. Under these conditions, firms have little motivation to focus on customer needs because they can already sell all of the product they can produce. Second, if small business managers have particularly strong production skills, the firm is naturally prone to lean toward a production emphasis


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