Product Orientation: the no Fear Strategy

  • Robert A. DeMarais
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Marketing writers seem to take one of three approaches to product orientation: denigrate it; ignore it; or claim it is part of the marketing concept. In this literature review, product orientation emerges as the province of the bold, proactive risk-taker. Caring not that the source, use, or acceptance of invention is unpredictable, the entrepreneur assumes customers will adapt to the new product. Product orientation calls for active market experimentation, educating customers, and a belief that, rather than adapting to the environment, one can change it.


Market Research Product Innovation Customer Orientation Harvard Business Review Product Orientation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • Robert A. DeMarais
    • 1
  1. 1.Arkansas Tech UniversityBaton RougeUSA

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