{"id":16191,"date":"2021-02-10T09:00:22","date_gmt":"2021-02-10T09:00:22","guid":{"rendered":"\/gb\/en\/blog\/?p=16191"},"modified":"2023-01-16T16:54:44","modified_gmt":"2023-01-16T16:54:44","slug":"business-orientation-product-orientation-and-market-orientation-whats-the-difference","status":"publish","type":"post","link":"\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/","title":{"rendered":"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">There\u2019s no \u201cright way\u201d to run a business. Business leaders are faced with numerous important decisions each day. The way they choose to approach these decisions can profoundly impact strategic development, business outlook, and\u2014ultimately\u2014sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">business model<\/span><span style=\"font-weight: 400;\"> you decide to align yourself with may depend on your company\u2019s specific strengths, business goals, and target market demands. If you\u2019re a small business, deciding which business orientation approach (or approaches) to take can be challenging.\u00a0<\/span><\/p>\n<figure id=\"attachment_16193\" aria-describedby=\"caption-attachment-16193\" style=\"width: 694px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16193 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-9.png\" alt=\"business-orientation-graph\" width=\"694\" height=\"487\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-9.png 694w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-9-300x211.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-9-640x449.png 640w\" sizes=\"(max-width: 694px) 100vw, 694px\" \/><figcaption id=\"caption-attachment-16193\" class=\"wp-caption-text\"><a href=\"https:\/\/www.orientation.agency\/insights\/marketing-orientation-approaches\" rel=\"nofollow\">Image source<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Most businesses don\u2019t stick to a single orientation approach. Instead, they\u2019re more likely to combine elements of each alternative. Understanding your business orientation can help you effectively direct your efforts in product development, sales, and marketing.\u00a0<\/span><\/p>\n<h2><strong>What does business orientation mean?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Business orientation refers to how a company or organisation approaches its strategies for success. As a business, being successful means outlining a strategy and following it to achieve your goals.\u00a0<\/span><\/p>\n<h2><strong>What are the main types of business orientation?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There are five types of business orientation that we\u2019ll consider in this article. Understanding each orientation can help you better decide which one best suits <\/span><i><span style=\"font-weight: 400;\">your<\/span><\/i><span style=\"font-weight: 400;\"> business.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Production orientation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product orientation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales orientation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Market orientation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Societal marketing orientation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">It\u2019s important to note that these approaches aren\u2019t mutually exclusive. In fact, most modern businesses will have their own approach to business that might combine ideas from each approach, or take another one altogether.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a more in-depth look at what each orientation means, its advantages and disadvantages, as well as some real-life business examples that illustrate how they work.\u00a0<\/span><\/p>\n<figure id=\"attachment_16196\" aria-describedby=\"caption-attachment-16196\" style=\"width: 860px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16196 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-6.png\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-151\" width=\"860\" height=\"278\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-6.png 860w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-6-300x97.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-6-640x207.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-6-768x248.png 768w\" sizes=\"(max-width: 860px) 100vw, 860px\" \/><figcaption id=\"caption-attachment-16196\" class=\"wp-caption-text\"><a href=\"http:\/\/www.marketingcompetence.com\/marketing-concept\/\">Image source<\/a><\/figcaption><\/figure>\n<h3><strong>1. Production Orientation<\/strong><\/h3>\n<h4><strong>Production orientation definition<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Production-oriented companies focus on the <\/span><span style=\"font-weight: 400;\">production process<\/span><span style=\"font-weight: 400;\">\u00a0and aim to manufacture goods as cheaply and quickly as possible.\u00a0<\/span><\/p>\n<h4><strong>How does it work?<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The main goal of this type of company is to reduce costs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Production-oriented companies believe that if they rely on mass production to create a quality product<\/span> <span style=\"font-weight: 400;\">at an affordable price point, customers will buy it. Therefore, it doesn\u2019t matter if the product actually meets their wants and needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When sales fall, the response of firms with this focus is to lower prices through increased productivity. This philosophy is highly effective in situations where consumer demand is higher than supply.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are numerous examples of companies that take this approach. Notable examples include fast-food chains such as Burger King or McDonald\u2019s, which focus on producing high quantities of fast food at the lowest price possible. Another example is the Ford Motor Company. When Henry Ford developed the assembly line method, he mass-produced relatively inexpensive cars while minimising production costs as much as possible.\u00a0<\/span><\/p>\n\t<div class=\"cta-banner  CID-2FdM5dTp IID-69dba75dabd5f\"\r\n\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t<div class=\"cta-banner-img-wrap\">\r\n\t\t\t<div class=\"cta-banner-img\" style=\"background-image:url(\/gb\/en\/blog\/wp-content\/uploads\/2018\/07\/hero-retal.jpg)\"><\/div>\r\n\t\t<\/div>\r\n\t\t<div class=\"cta-body\" data-dl-custom-type=\"ctaButton\">\r\n\t\t\t<span class=\"cta-sub-heading\">Cloud business communications for retail<\/span>\r\n\t\t\t<h3 class=\"cta-heading\">Learn more about RingCentral solutions for Retail<\/h3>\r\n\t\t\t<p><\/p>\r\n\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\thref=\"https:\/\/www.ringcentral.com\/gb\/en\/office\/industry-solutions\/retail-business-cloud-phone-systems.html\" class=\"btn btn-primary\"\r\n\t\t\t\ttarget=\"_blank\" rel=\"noopener\" data-dl-additional-info=\"Learn more about RingCentral solutions for Retail\"\r\n\t\t\t\tdata-dl-name=\"Learn more about RingCentral solutions for Retail | Learn more\">Learn more<\/a>\r\n\r\n\t\t\t\t\t<\/div>\r\n\t<\/div>\r\n\t\n<p><span style=\"font-weight: 400;\">Some advantages of <\/span><span style=\"font-weight: 400;\">production orientation<\/span><span style=\"font-weight: 400;\"> include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Companies exploit <\/span><span style=\"font-weight: 400;\">economies of scale<\/span><span style=\"font-weight: 400;\"> for maximum efficiency at the lowest cost.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Low-cost for customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Efficient outsourcing (e.g. if you are developing an <\/span><strong><a href=\"\/gb\/en\/blog\/the-ultimate-guide-to-ecommerce-business-models\/\">e-commerce<\/a><\/strong><span style=\"font-weight: 400;\"> website, you could send <strong><a href=\"\/gb\/en\/blog\/definitions\/shopping-cart\/\">shopping cart<\/a><\/strong> components to be mass-produced by a vendor)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, the increasing popularity of other forms of business orientation reflects the shift towards approaches centred on customer satisfaction and the overall <\/span><strong><a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a><\/strong><span style=\"font-weight: 400;\">. The disadvantages of <\/span><span style=\"font-weight: 400;\">production orientation<\/span><span style=\"font-weight: 400;\"> include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Competitors easily replicate techniques.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Neglects customers\u2019 wants and needs\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Problematic if demand doesn\u2019t outstrip supply\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_16197\" aria-describedby=\"caption-attachment-16197\" style=\"width: 637px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16197 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-5.png\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-400\" width=\"637\" height=\"383\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-5.png 637w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-5-300x180.png 300w\" sizes=\"(max-width: 637px) 100vw, 637px\" \/><figcaption id=\"caption-attachment-16197\" class=\"wp-caption-text\"><a href=\"https:\/\/www.plutora.com\/blog\/product-oriented-team\">Image source<\/a><\/figcaption><\/figure>\n<h3><strong>2. Product Orientation<\/strong><\/h3>\n<h4><strong>Product orientation definition<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">When a business takes a<\/span><span style=\"font-weight: 400;\"> product orientation<\/span><span style=\"font-weight: 400;\"> approach, it focuses on its product or service&#8217;s quality and performance. This sounds similar to the production approach, but the main difference lies in the customer\u2019s involvement.\u00a0<\/span><\/p>\n<h4><strong>What is a product orientation approach?<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">When businesses take this approach, their goals are product innovation and improvement. They might create <\/span><span style=\"font-weight: 400;\">high-quality new products<\/span><span style=\"font-weight: 400;\"> to solve existing customer problems, or regularly survey customers to identify improvement areas. Moreover, they value their relationships with customers and strive to meet their needs effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Product orientation<\/span><span style=\"font-weight: 400;\"> strategies focus on:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"\/gb\/en\/blog\/customer-satisfaction-core-metric\/\">Customer satisfaction<\/a>\u00a0<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer feedback from focus groups, surveys, polls, and other <\/span><span style=\"font-weight: 400;\">market research <\/span><span style=\"font-weight: 400;\">tools to better understand what the consumer wants<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Developing <\/span><span style=\"font-weight: 400;\">new products<\/span><span style=\"font-weight: 400;\"> to solve consumer needs\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The company invests heavily in <\/span><span style=\"font-weight: 400;\">product research<\/span><span style=\"font-weight: 400;\"> and development,<\/span> <span style=\"font-weight: 400;\">guided by customer needs. It emphasises continuously improving and refining its offerings to ensure they remain competitive in today\u2019s consumer-driven society. Thus, they aim to develop products that bring long-term value to the company, and recognise that copycat products dilute the market and erode market share due to price competition.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16198\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4.jpg\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-170\" width=\"1999\" height=\"1249\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4.jpg 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4-300x187.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4-640x400.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4-768x480.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-4-1536x960.jpg 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Source: Photo by<\/span><a href=\"https:\/\/unsplash.com\/@rev3n?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">Micha\u0142 Kubalczyk<\/span><\/a><span style=\"font-weight: 400;\"> on<\/span><a href=\"https:\/\/unsplash.com\/s\/photos\/apple?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">Unsplash<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Product-oriented companies are tech-savvy. They can innovate with new technologies to address customer needs\u2014even if they are unknown\u2014and generate market demand. The primary goal is to delight the customer with a <\/span><span style=\"font-weight: 400;\">high-quality<\/span><span style=\"font-weight: 400;\"> product that caters to their needs better than those offered by competitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple can be labelled as a product-oriented company. Apple focuses on its quality and relies on innovation to enter new markets and create demand. Apple\u2019s product-oriented approach allows them to address the unanswered or unarticulated customer wants and needs with attractive and innovative electronics that offer a competitive advantage over similar products from rivals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although Apple combines product and marketing orientations, its state-of-the-art tech gadgets are the reason it\u2019s one of the world&#8217;s <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.statista.com\/statistics\/269444\/brand-value-of-the-most-valuable-companies-worldwide\/\">leading companies<\/a><\/span><span style=\"font-weight: 400;\">, second only to Amazon. That being said, Apple leverages <\/span><a href=\"\/gb\/en\/blog\/what-will-customer-service-look-like-in-2025\/\"><span style=\"font-weight: 400;\">customer service<\/span><\/a><span style=\"font-weight: 400;\"> and<\/span><span style=\"font-weight: 400;\"> business marketing strategies<\/span><span style=\"font-weight: 400;\"> to drive customer satisfaction and boost <\/span><a href=\"\/gb\/en\/blog\/customer-loyalty-innovative-customer-retention-strategies\/\"><span style=\"font-weight: 400;\">brand loyalty<\/span><\/a><span style=\"font-weight: 400;\"> even further.<\/span><\/p>\n\t\t<style>\r\n\t\t\t@media (min-width: 768px) {\r\n\t\t\t\t.bottom-cta .bottom-cta-img {\r\n\t\t\t\t\tfloat: left;\r\n\t\t\t\t\twidth: 50%;\r\n\t\t\t\t}\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-img img {\r\n\t\t\t\twidth: 100%;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta {\r\n\t\t\t\tbackground: #001138;\r\n\t\t\t\tpadding: 30px;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-copy {\r\n\t\t\t\tpadding: 0 30px;\r\n\t\t\t\toverflow: hidden;\r\n\t\t\t\tcolor: #fff;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-copy .btn-primary {\r\n\t\t\t\twidth: 100%;\r\n\t\t\t}\r\n\t\t<\/style>\r\n\t\t<div class=\"bottom-cta  CID-cta-2FdM5dTp IID-cta-69dba75dabda0\"\r\n\t\t\tdata-dl-custom-type=\"cta\">\r\n\t\t\t<div class=\"bottom-cta-img\">\r\n\t\t\t\t<img decoding=\"async\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/03\/john-123.png\" alt=\"Call to action banner\">\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"bottom-cta-copy\">\r\n\t\t\t\t<span style=\"font-size: 24px; line-height: 30px;\">How will our leaders take us forward? Read \u2018The role of leadership\u2019 eBook.<\/span>\r\n\t\t\t\t<span class=\"text-center\" style=\"display: block;\">\r\n\t\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\t\tclass=\"btn btn-primary btn-lg\" style=\"margin-top: 16px; font-weight: bold;\"\r\n\t\t\t\t\ttitle=\"download ebook\" href=\"https:\/\/netstorage.ringcentral.com\/uk\/ebook\/role_of_leadership.pdf\" target=\"_blank\"\r\n\t\t\t\t\trel=\"noopener noreferrer\" data-dl-additional-info=\"How will our leaders take us forward? Read \u2018The role of leadership\u2019 eBook.\"\r\n\t\t\t\t\tdata-dl-name=\"How will our leaders take us forward? Read \u2018The role of leadership\u2019 eBook. | Download the eBook\">Download the eBook<\/a>\r\n\t\t\t<\/span>\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t<\/div>\r\n\t\t\n<p><span style=\"font-weight: 400;\">Advantages of <\/span><span style=\"font-weight: 400;\">product orientation<\/span><span style=\"font-weight: 400;\"> include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focus on creating and offering high-quality goods and services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Innovative products that focus on providing the best user experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Better <\/span><span style=\"font-weight: 400;\">market research <\/span><span style=\"font-weight: 400;\">leading to a reduced risk\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Disadvantages include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Potential for missed market opportunities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product obsolescence due to technology developments\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Difficult to pull off if a product isn\u2019t unique<\/span><img decoding=\"async\" class=\"wp-image-16200 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-2.png\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-310\" width=\"951\" height=\"458\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-2.png 951w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-2-300x144.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-2-640x308.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-2-768x370.png 768w\" sizes=\"(max-width: 951px) 100vw, 951px\" \/><\/li>\n<\/ul>\n<p><a href=\"https:\/\/breakthroughgroup.com\/resources\/develop-your-go-to-market-business-strategy-white-paper\/\">Image source<\/a><\/p>\n<h3><strong>3. Sales Orientation<\/strong><\/h3>\n<h4><strong>Sales orientation definition<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Sales orientation refers to a <\/span><span style=\"font-weight: 400;\">business strategy<\/span><span style=\"font-weight: 400;\"> in which a company focuses on selling its products to <\/span><span style=\"font-weight: 400;\">potential customers<\/span><span style=\"font-weight: 400;\"> in <\/span><span style=\"font-weight: 400;\">target markets<\/span><span style=\"font-weight: 400;\">. Typically, sales teams will use <\/span><a href=\"\/gb\/en\/blog\/part-2-call-centre-trends-inbound-vs-outbound-calls\/\"><span style=\"font-weight: 400;\">outbound<\/span><\/a><span style=\"font-weight: 400;\"> sales tactics to promote products and drive revenue.\u00a0<\/span><\/p>\n<h4><strong>What does a sales-oriented business do?<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Sales orientation <\/span><span style=\"font-weight: 400;\">emphasises strategies and tactics that push people towards buying a product or service. Often, sales-oriented businesses aren\u2019t focused on long-term results but rather on achieving immediate sales. The focus isn\u2019t on determining consumer desires or catering to customers\u2019 needs, but on building profit margins.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sales representatives in <\/span><a href=\"\/gb\/en\/blog\/the-definitive-guide-to-working-in-a-call-centre\/\"><span style=\"font-weight: 400;\">call centres<\/span><\/a><span style=\"font-weight: 400;\"> will usually employ outbound <\/span><a href=\"\/gb\/en\/blog\/the-complete-cold-calling-scripts-handbook\/\"><span style=\"font-weight: 400;\">cold calling<\/span><\/a><span style=\"font-weight: 400;\"> techniques to deliver a <\/span><a href=\"\/gb\/en\/blog\/how-to-give-a-great-virtual-sales-pitch\/\"><span style=\"font-weight: 400;\">sales pitch<\/span><\/a><span style=\"font-weight: 400;\"> or inform customers about discounts and promotions. Today, <\/span><span style=\"font-weight: 400;\">customer demands<\/span><span style=\"font-weight: 400;\"> have changed, and consumers are no longer as accepting of outbound sales methods.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, consumer empowerment (across all industries) initiated a shift towards <\/span><a href=\"\/gb\/en\/blog\/part-2-call-centre-trends-inbound-vs-outbound-calls\/\"><span style=\"font-weight: 400;\">inbound<\/span><\/a><span style=\"font-weight: 400;\"> sales\/marketing approaches that emphasise building trust and improving the <a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a> to boost sales and brand engagement.\u00a0<\/span><\/p>\n<figure id=\"attachment_16195\" aria-describedby=\"caption-attachment-16195\" style=\"width: 1701px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16195 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7.png\" alt=\"inbound-sales-metholody-graph-diagram\" width=\"1701\" height=\"713\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7.png 1701w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7-300x126.png 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7-640x268.png 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7-768x322.png 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-7-1536x644.png 1536w\" sizes=\"(max-width: 1701px) 100vw, 1701px\" \/><figcaption id=\"caption-attachment-16195\" class=\"wp-caption-text\"><a href=\"https:\/\/www.synx.com.au\/blog\/what-is-the-inbound-sales-methodology\">Image source<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This approach can be lucrative in insurance, lifestyle products, or automotive industries, commonly implemented. Typically customers don\u2019t seek out these products or services\u2014maybe they\u2019ve never even thought about them\u2014so they\u2019re more likely to allow themselves to be guided towards a sale by a knowledgeable sales rep.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main advantage of <\/span><span style=\"font-weight: 400;\">sales orientation<\/span><span style=\"font-weight: 400;\"> is that it leads to immediate, short-term sales. On the other hand, disadvantages include a loss of customer confidence, high costs, and the fact it\u2019s not always sustainable in the long run.\u00a0<\/span><\/p>\n<h3><strong>4. Market Orientation<\/strong><\/h3>\n<h4><strong>Market orientation definition<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">This approach prioritises identifying consumers\u2019 needs and delivering products and services to satisfy them.\u00a0<\/span><\/p>\n<h4><strong>How does it work?<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">The primary focus of sales orientation is on pleasing existing customers and generating sales, and a<\/span><span style=\"font-weight: 400;\">\u00a0marketing orientation<\/span><span style=\"font-weight: 400;\"> aims to promote products to attract new customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A market-oriented business is outward-looking. It focuses on fulfilling its target markets\u2019 wants and needs to achieve success. Resultantly, any customer demand shifts<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">must be addressed and might reflect changes in product or service offerings.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a business with a <\/span><span style=\"font-weight: 400;\">marketing orientation<\/span><span style=\"font-weight: 400;\"> recognises that <\/span><a href=\"\/gb\/en\/blog\/what-will-customer-service-look-like-in-2025\/\"><span style=\"font-weight: 400;\">customer service demands are continually evolving<\/span><\/a><span style=\"font-weight: 400;\">. Consumers demand more personalisation from businesses, alongside <\/span><a href=\"\/gb\/en\/blog\/the-guide-to-omnichannel-strategies\/\"><span style=\"font-weight: 400;\">omnichannel support strategies<\/span><\/a><span style=\"font-weight: 400;\"> that allow communication across digital channels, including phone, email, and <\/span><span style=\"font-weight: 400;\">social media<\/span><span style=\"font-weight: 400;\">. As a result, that business might implement a <\/span><a href=\"\/gb\/en\/blog\/contact-centre\/\"><span style=\"font-weight: 400;\">contact centre solution<\/span><\/a><span style=\"font-weight: 400;\"> to serve their customers better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essentially, <\/span><span style=\"font-weight: 400;\">market orientation<\/span><span style=\"font-weight: 400;\"> is a customer-first approach as the offering is produced in regards to how it meets customer\u2019 demand and expectation.\u00a0<\/span><\/p>\n<figure id=\"attachment_16192\" aria-describedby=\"caption-attachment-16192\" style=\"width: 320px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16192 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-10.png\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-202\" width=\"320\" height=\"291\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-10.png 320w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-10-300x273.png 300w\" sizes=\"(max-width: 320px) 100vw, 320px\" \/><figcaption id=\"caption-attachment-16192\" class=\"wp-caption-text\"><a href=\"http:\/\/ibrahimsameer.blogspot.com\/2012\/03\/different-types-of-business-orientation.html\">Image source<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">In today\u2019s competitive environment, most markets are shifting towards a market-oriented approach. As customers have become more knowledgeable and demand better quality and <\/span><a href=\"\/gb\/en\/blog\/5-must-have-customer-service-elements-for-online-businesses\/\"><span style=\"font-weight: 400;\">customer service<\/span><\/a><span style=\"font-weight: 400;\">, businesses must adapt their strategies to remain competitive. In other words, their operations can be defined as service businesses, with customer service at the forefront.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Key features of a <\/span><span style=\"font-weight: 400;\">market orientation<\/span><span style=\"font-weight: 400;\"> approach include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uses<\/span><span style=\"font-weight: 400;\"> market research<\/span><span style=\"font-weight: 400;\"> and testing to focus on what customers want<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strong emphasis on building and maintaining relationships with loyal customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing strategy<\/span><span style=\"font-weight: 400;\"> involves tracking information and data to understand customer needs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Links customers\u2019 needs to company capabilities<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The advantages of this approach include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promotes brand loyalty through strategies that <\/span><a href=\"\/gb\/en\/blog\/customer-satisfaction-ecommerce-business\/\"><span style=\"font-weight: 400;\">increase customer satisfaction<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Flexible production based on<\/span><span style=\"font-weight: 400;\"> customer demand<\/span><span style=\"font-weight: 400;\">\/wants\/needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Links customer needs to organisational capabilities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Boosts internal marketing and communications<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, there are some disadvantages:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can incur high operational costs as the company reacts to <\/span><span style=\"font-weight: 400;\">customer demand<\/span><span style=\"font-weight: 400;\">, rather than shapes it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unpredictable<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A good example of a company that uses this approach is the <\/span><span style=\"font-weight: 400;\">Coca Cola <\/span><span style=\"font-weight: 400;\">company. Although we can consider <\/span><span style=\"font-weight: 400;\">Coca Cola<\/span><span style=\"font-weight: 400;\"> as a company that merges approaches, their <\/span><span style=\"font-weight: 400;\">market orientation<\/span><span style=\"font-weight: 400;\"> is a key factor in their success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company has produced numerous <\/span><a href=\"https:\/\/www.coca-cola.co.uk\/marketing\/campaigns\"><span style=\"font-weight: 400;\">memorable marketing campaigns<\/span><\/a><span style=\"font-weight: 400;\"> that link the soft drink to experience. Customers no longer drink <\/span><span style=\"font-weight: 400;\">Coca Cola<\/span><span style=\"font-weight: 400;\"> simply for the taste, but because of what it <\/span><i><span style=\"font-weight: 400;\">means <\/span><\/i><span style=\"font-weight: 400;\">to drink it. We can also consider the brand\u2019s response to shifts in consumer health concerns and the development of sugar-free products like Coke Zero that catered to this market.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16201\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1.jpg\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-250\" width=\"1999\" height=\"1333\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1.jpg 1999w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-1-1536x1024.jpg 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Photo by<\/span><a href=\"https:\/\/unsplash.com\/@multamedia?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">Bradley pisney<\/span><\/a><span style=\"font-weight: 400;\"> on<\/span><a href=\"https:\/\/unsplash.com\/s\/photos\/coca-cola?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"> <span style=\"font-weight: 400;\">Unsplash<\/span><\/a><\/p>\n<h3><strong>5. Societal marketing orientation<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The final approach is the newest addition to business orientation: societal marketing orientation.<\/span><\/p>\n<h4><strong>Societal marketing definition<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">When a business uses this approach to inform their <\/span><span style=\"font-weight: 400;\">business strategies<\/span><span style=\"font-weight: 400;\">, they decide to put human welfare before profits and <\/span><span style=\"font-weight: 400;\">customer demands<\/span><span style=\"font-weight: 400;\">. This type of organisation emphasises social responsibility, arguing that to achieve long-term success, their<\/span><span style=\"font-weight: 400;\"> marketing strategy <\/span><span style=\"font-weight: 400;\">should provide value to customers and improve society&#8217;s wellbeing.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-16202\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation.png\" alt=\"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?-358\" width=\"600\" height=\"400\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation.png 600w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-300x200.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h4><strong>How does it work?<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Societal marketing is a philosophy that focuses on creating a favourable image of a brand or organisation to increase sales. It calls for socially and environmentally responsible marketing that sustainably meets consumer needs while, at the same time, considering how it benefits society as a whole.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This approach&#8217;s main advantage is that companies can craft a positive public image through ethical, moral, and socially responsible <\/span><span style=\"font-weight: 400;\">business marketing<\/span><span style=\"font-weight: 400;\"> methods. As the world increases its focus on sustainable ways of living, consumers are more inclined to buy products, which is \u2014of course\u2014 the company\u2019s goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, this business philosophy does come with some calculated risk and often added costs that come with manufacturing and marketing sustainable products and services.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good example of this type of company is The Body Shop. This UK skincare, cosmetics, and perfume company emphasises that it <\/span><a href=\"https:\/\/www.thebodyshop.com\/en-gb\/about-us\/activism\/a\/a00015\"><span style=\"font-weight: 400;\">champions human, civil, and animal rights<\/span><\/a><span style=\"font-weight: 400;\"> alongside environmental issues. Moreover, it only uses natural materials in the production of its products.\u00a0<\/span><\/p>\n<figure id=\"attachment_16199\" aria-describedby=\"caption-attachment-16199\" style=\"width: 485px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-16199 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-3.png\" alt=\"social-marketing-process-graph-diagram\" width=\"485\" height=\"435\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-3.png 485w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/01\/business-orientation-product-orientation-and-market-3-300x269.png 300w\" sizes=\"(max-width: 485px) 100vw, 485px\" \/><figcaption id=\"caption-attachment-16199\" class=\"wp-caption-text\"><a href=\"https:\/\/www.mbaskool.com\/business-concepts\/marketing-and-strategy-terms\/2167-social-marketing.html\">Image source<\/a><\/figcaption><\/figure>\n<h2><strong>Identifying which approach best fits your business<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Perhaps, after reading this post, you\u2019re asking yourself how you can choose the <\/span><i><span style=\"font-weight: 400;\">best <\/span><\/i><span style=\"font-weight: 400;\">approach for your small business. The thing is, in today\u2019s modern business landscape, you don\u2019t have to choose just one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These business orientations reflect changes in business and marketing thinking over the last century. Today, businesses can\u2019t afford to concern themselves with manufacturing in-demand products at a low cost. Instead, more and more businesses adopt a holistic approach that focuses on incorporating various aspects of each orientation.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-1536x1536 wp-image-16460\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-1536x1025.jpg\" alt=\"business-meeting\" width=\"840\" height=\"561\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-1536x1025.jpg 1536w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-300x200.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-640x427.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-768x512.jpg 768w, \/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/always-brainstorming-scaled.jpg 2048w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no one-size-fits-all when it comes to business. Your orientation approach forms around <\/span><i><span style=\"font-weight: 400;\">your <\/span><\/i><span style=\"font-weight: 400;\">business. The way you run your business depends on how your organisation operates, the products or services it offers, its challenges, and the philosophies that you adhere to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One thing\u2019s for certain, today\u2019s age of <\/span><a href=\"\/gb\/en\/blog\/digital-transformation-why-your-business-needs-embrace-cloud\/\"><span style=\"font-weight: 400;\">digital transformation<\/span><\/a><span style=\"font-weight: 400;\"> and a global shift towards <\/span><a href=\"\/gb\/en\/blog\/is-remote-work-the-new-normal\/\"><span style=\"font-weight: 400;\">remote work<\/span><\/a><span style=\"font-weight: 400;\"> have changed the way businesses do sales, customer service, and marketing, amongst many other processes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Business leaders must rethink their strategies to align with shifting consumer expectations and demands, through exceptional service, innovative products, and personalised marketing that outshines that of competitors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether your business chooses to do this by leveraging <\/span><strong><a href=\"\/gb\/en\/blog\/automated-ai-customer-service-contact-centres\/\">new technologies<\/a><\/strong><span style=\"font-weight: 400;\"> to improve customer experience, inform product development, or develop attractive marketing campaigns to attract and secure leads, business orientation should focus on the customer.\u00a0<\/span><\/p>\n\t\t<div class=\"uc-expo-cta-2 style-4  CID-cta-2FdM5dTp\"\r\n\t\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t\t<div class=\"inner-container\">\r\n\t\t\t\t<div class=\"text\">\r\n\t\t\t\t\t<span>Meet your customers where they are, when they want, from wherever you are.<\/span>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"button\">\r\n\t\t\t\t\t<span class=\"\">\r\n\t\t\t\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/digital-customer-engagement.html\"\r\n\t\t\t\t\t\t\tdata-dl-additional-info=\"Meet your customers where they are, when they want, from wherever you are.\"\r\n\t\t\t\t\t\t\tdata-dl-name=\"Meet your customers where they are, when they want, from wherever you are. | Find out how\" target=\"_blank\"\r\n\t\t\t\t\t\t\trel=\"noopener\" title=\"Go to ED LP\">Find out how<\/a>\r\n\t\t\t\t\t<\/span>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no \u201cright way\u201d to run a business. Business leaders are faced with numerous important decisions each day. The way they choose to approach these decisions can profoundly impact strategic &hellip; <a href=\"\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":16458,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-content-hub.php","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference? | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"Business orientation refers to the way in which a company or organisation approaches its strategies for success. Learn the 5 types of business orientation: production orientation, product orientation, sales orientation, market orientation and societal marketing orientation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference? | RingCentral UK Blog","description":"Business orientation refers to the way in which a company or organisation approaches its strategies for success. Learn the 5 types of business orientation: production orientation, product orientation, sales orientation, market orientation and societal marketing orientation.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference?","datePublished":"2021-02-10T09:00:22+00:00","dateModified":"2023-01-16T16:54:44+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/"},"wordCount":2254,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["UC - Collaboration"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":[":\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/#respond"]}]},{"@type":"WebPage","@id":"\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/","url":":\/gb\/en\/blog\/business-orientation-product-orientation-and-market-orientation-whats-the-difference\/","name":"Business Orientation: Product Orientation and Market Orientation \u2013 What\u2019s the Difference? | RingCentral UK Blog","isPartOf":{"@id":"\/gb\/en\/blog\/#website"},"datePublished":"2021-02-10T09:00:22+00:00","dateModified":"2023-01-16T16:54:44+00:00","description":"Business orientation refers to the way in which a company or organisation approaches its strategies for success. 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