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Customer orientated leader – contribution to future research

Author

Listed:
  • Urszula Widelska

    (Bialystok University of Technology, Poland)

  • Marta Jarocka

    (Bialystok University of Technology, Poland)

  • Laima Jesevičiūtė-Ufartienė

    (Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania)

  • Živilė Jezerskė

    (Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania)

Abstract

Both leadership and customer orientation are widely described in management sciences. As independent cognitive categories, they are a frequent subject of research. Customer orientation is still evolving mainly due to the dynamics of changes in the company's environment. The perception of the company as a system and being at the same time a visionary, a strategist and a decision-maker and having an impact on the employees’ subject is responsible for the client's benefits and the creation of its value resulting from building a relationship. This is the role of the leaders in enterprises. The assumption of such an assumption is justified, because in practice marketing orientation means creating a company mission based on values significant for the client, ensuring the participation of all employees in creating growing values for the client and including it in the process of creating value. Nowaday we can talk about a customer-oriented leader. The aim of the study is to identify types of customer-oriented leaders in the commercial and service sector, and to systematize knowledge in terms of leadership and customer orientation. The choice of the sector resulted from the often close and direct relationships that take place in the exchange process. Methods of the research: quantitative studies Computer Assisted Web Interviewing (CAWI), monographic/descriptive method, cluster analysis.

Suggested Citation

  • Urszula Widelska & Marta Jarocka & Laima Jesevičiūtė-Ufartienė & Živilė Jezerskė, 2021. "Customer orientated leader – contribution to future research," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(3), pages 40-52, March.
  • Handle: RePEc:ssi:jouesi:v:8:y:2021:i:3:p:40-52
    DOI: 10.9770/jesi.2021.8.3(3)
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    References listed on IDEAS

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    1. Esty, Daniel C. & Porter, Michael E., 2005. "National environmental performance: an empirical analysis of policy results and determinants," Environment and Development Economics, Cambridge University Press, vol. 10(4), pages 391-434, August.
    2. Esty, Daniel C. & Porter, Michael E., 2005. "National environmental performance: an empirical analysis of policy results and determinants," Environment and Development Economics, Cambridge University Press, vol. 10(4), pages 381-389, August.
    3. Sanja Pekovic & Sylvie Rolland & Hubert Gatignon, 2016. "Customer orientation and organizational innovation : the case of environmental management practices," Post-Print hal-01450933, HAL.
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    More about this item

    Keywords

    leadership; customer orientation; trade and service sector; innovations;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions

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