A Three-Tiered CEM Conceptualisation
4 important questions on A Three-Tiered CEM Conceptualisation
What do the Cultural Mindsets influence throughout the entire organisation?
What do the Strategic Directions realise through their direct effect on marketing tasks and the customer front end?
A research question that is asked in the study is: 'Is CEM generalisable beyond the service context?'. What is the answer to this? In other words, what are the contingency factors of CEM?
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List the three tiers for the MO concept.
- Cultural Mindset = Customer Orientation, Competitor Orientation and Cross-Functional Coordination;
- Strategic Direction = it does not have this;
- Firm capabilities = Exploitative Mindset - reactive vs proactive.
The question on the page originate from the summary of the following study material:
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