Market orientation emphasised greatly on the relationship of the organisation with their customers and develops the orientation into the culture of the organisation. The organisation conducts market research to gather information on customers and develop them into market knowledge that would guide on the formulation and implementation of various corporate and business strategies. It requires supportive administrative and social systems, formal and tacit routines, and professional associates who incorporate the orientation into their entire work lives to be successful. (Dwyer & Tanner, 2009 p181)
Based on the empirical study conducted by Kasper (n.d.) on corporate culture and market orientation, he concluded that in general market oriented organisations are employee oriented and in marketing terms they have dedicated employees who appreciate the importance of customer friendliness and services. Innovation and learning wise, innovations usually takes place gradually in responses to market requests to ensure only high customer-value innovations are implemented.
In consideration of the attributes of a market oriented organisation discussed above, the degree of market orientation of AES in Cameroon is low. The internal management problem faced by Cameroon is a major concern to Jean-David Bile. The implementation of bid systems on suppliers and obtaining price concessions on service contracts are effective in tackling the problems of management collusions. However, he is overwhelmed in resolving the human problems and overlooked the roles played by the employees in forming good customer relationship. By outsourcing the task of meter reading, the direct and effective channel of communication between Cameroon and the customers are being terminated. Customers complaints and feedbacks could only be obtained through formal surveys which are more costly and less effective than the direct communication between the employees and customers during the meter reading. This...
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