Asset Orientation vs. Market Orientation

In a previous blog post, we discussed asset orientation vs. market orientation. A market-oriented business thinks and acts differently from its precursor, the asset-oriented business. A market-oriented business starts with the target market and focuses on customer needs. They achieve profits through customer specification, via integrated value delivery.

Sustainable Profit Growth

sustainable profit growthThe objective of market orientation is sustainable profit growth. The market is made up of the customer, the competitor, and the value adding chain. You need to take all three into consideration in your analysis.

  • Customer: Understand the values and drivers of the decision-making customer, as well as those customers whose values match your value proposition
  • Competitor: Understand the short-term strengths and weaknesses and long-term capability and strategies of the key current—and future potential—competitors, including the entire set of technologies capable of satisfying the current (and future, expected) need of the target market
  • Value Adding Chain: Understand the dynamics of the entire value chain, including the political and economic constraints at all levels in the channel

This graphic is also the front end of Future Business History℠. Future Business History is part of the process designed to lead a company or business through developing a vision and an aggressive growth strategy.

Learn more about asset vs. market orientation and sustainable profit growth. Download our white paper, “Develop Your Go-to-Market Business Strategy.”

About the Author

Ronald E. SullivanRon Sullivan is a Senior Partner at Breakthrough Marketing Technology. He has worked with many businesses on innovation, new product development processes, strategy, building new business models, channels and distribution, and pricing optimization. He has significant expertise in study design, data analysis, and market intelligence.


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