Product or customer centered organizations and leadership styles

The purpose of this study was to determine whether organizations in the United States are product or customer centered, as perceived by their marketing managers. The research was designed to evaluate the levels of product centered and customer centered behaviors in United States organizations. This...

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Bibliographic Details
Published in:Journal of multidisciplinary research (Miami Gardens, Fla.) Fla.), 2011-03, Vol.3 (1), p.65
Main Author: McCann, Jack T
Format: Article
Language:English
Subjects:
Customer relations
Customer services
Data mining
Leadership
Market shares
Marketing
Product development
Product differentiation
Product lines
Studies
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Summary:The purpose of this study was to determine whether organizations in the United States are product or customer centered, as perceived by their marketing managers. The research was designed to evaluate the levels of product centered and customer centered behaviors in United States organizations. This study included a target population of the 2009 Fortune 500 companies in the United States. Product or customer orientation, and outcome factors, were rated by marketing managers in these organizations using the Product Centered or Customer Centered Questionnaire (V-1). Leadership orientation and outcome factors were measured through direct report ratings of CEOs using the Multifactor Leadership Questionnaire (MLQ 5X) (Short Form). The research addressed the following questions: Are organizations in the United States product or customer centered, as perceived by their marketing managers? Is there a correlation between product and customer centered tendencies and leadership orientation and outcome measures of the multi-factor leadership questionnaire? Key Words Leadership, Marketing, Marketing Management, Product Centered, Customer Centered, Multi-factor Leadership Questionnaire
ISSN:1947-2900
1947-2919