Orientate to Innovate: Improving the Market Orientation of an Industrial Organization

Boer, Tim de (2006) Orientate to Innovate: Improving the Market Orientation of an Industrial Organization.

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Abstract:This thesis describes a research towards the market orientation concept. The research is performed at the Twentsche Kabelfabriek (TKF), a cable-producing company in the Netherlands. Within the text of this thesis there are some references to appendices. These appendices are included in a separate report. Because of several reasons TKF wants to change, the most important reasons are the saturation of existing markets and the growing level of competition. Crucial for TKF is the need to know the market. But, an innovation scan (performed in cooperation with the University of Twente) pointed out that “searching for external information and using this information in a coordinated way” are weak aspects of TKF. The answer for the organization is to improve the market orientation.
Item Type:Essay (Master)
Clients:
BV Twentsche Kabelfabriek
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Link to this item:http://purl.utwente.nl/essays/634
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