The market oriented firms have increased capability for creating and maintaining relationships with customers, the market relating capability. Such a relationship orientation pervades all parts of the organisation’s mind set, values and norms. these firms should have following features..
It should be Creating a spirit of open-mind inquiry,
it should be Carefully analyzing rivals’ actions,
it should be Listening to staff on the front lines,
it should be Seeking out latent needs,
it should be Active in scanning of the periphery of the market,
it should Encouraging continuous experimentation,
it should Demonstrate leadership commitment,
it should understand the need for change,
it should Mobilize commitment at all levels,
it should have good Shape of the vision,
it could get Align structures, systems and incentives,
it could Sustain the change,
