Product-oriented vision statements are better suited than customer-oriented vision statements for helping companies to adapt to changes in the external environment.

Question

Quizplus · Accepted Answer

Product-oriented vision statements often constrain the ability of a firm to respond to changes in the external environment by focusing employees on improving existing products and services without consideration of underlying customer problems to be solved. A customer-oriented vision helps firms respond to changes in the external environment by defining the business in terms of providing solutions to customer needs.

Product-Oriented Vision Statements Are Better Suited Than Customer-Oriented Vision Statements