<?xml version="1.0" encoding="UTF-8"?><xml><records><record><source-app name="Biblio" version="7.x">Drupal-Biblio</source-app><ref-type>17</ref-type><contributors><authors><author><style face="normal" font="default" size="100%">Mikko Mäntyneva</style></author></authors></contributors><titles><title><style face="normal" font="default" size="100%">Company Offers to Meet the Needs of Business-to-Business Customers: Customer Strategy and Orientation</style></title><secondary-title><style face="normal" font="default" size="100%">Technology Innovation Management Review</style></secondary-title></titles><keywords><keyword><style  face="normal" font="default" size="100%">B2B</style></keyword><keyword><style  face="normal" font="default" size="100%">customer orientation</style></keyword><keyword><style  face="normal" font="default" size="100%">customer strategy</style></keyword><keyword><style  face="normal" font="default" size="100%">Market offer</style></keyword><keyword><style  face="normal" font="default" size="100%">research and development</style></keyword><keyword><style  face="normal" font="default" size="100%">value proposition</style></keyword></keywords><dates><year><style  face="normal" font="default" size="100%">2020</style></year><pub-dates><date><style  face="normal" font="default" size="100%">03/2020</style></date></pub-dates></dates><urls><web-urls><url><style face="normal" font="default" size="100%">timreview.ca/article/1339</style></url></web-urls></urls><publisher><style face="normal" font="default" size="100%">Talent First Network</style></publisher><pub-location><style face="normal" font="default" size="100%">Ottawa</style></pub-location><volume><style face="normal" font="default" size="100%">10</style></volume><pages><style face="normal" font="default" size="100%">79-87</style></pages><language><style face="normal" font="default" size="100%">eng</style></language><abstract><style face="normal" font="default" size="100%">&lt;Companies develop and refine their market offer by creating new products for current and potential customers. Customer-focused research and development (R&amp;D) is expected to shorten the time to market, improve cash flow, and reduce risks. It considers both customer strategy as well as customer orientation. In practice, this means that customer strategy directs current and potential customers to a company's offering, while customer orientation allocates R&amp;D activities to meet customers' needs. This paper contributes to customer-driven R&amp;D research by investigating whether a company's offer meets customer needs that can be supported by customer strategy and orientation. Specific focus is given to companies operating in business-to-business (B2B) markets. The paper is based on an analysis of quantitative survey data from 292 respondents representing key account management and sales management professionals in Finnish firms across several industries. The findings indicate that offer meeting customers' needs are supported by customer strategy and orientation. The paper provides guidelines on how companies can align their research and development activities to address both existing customers as well as current and potential needs and requirements.</style></abstract><issue><style face="normal" font="default" size="100%">3</style></issue><custom1><style face="normal" font="default" size="100%">Häme University of Applied Sciences
Dr. Mikko Mäntyneva holds a PhD degree in Strategic Management from Tampere University of Technology (TUT, 2004). Currently he is the Principal Research Scientist at Häme University of Applied Sciences (HAMK). His research focuses on smart services, innovation management, knowledge management, and customer relationship management. He has authored several scientific articles as well as six books on various management topics.</style></custom1><section><style face="normal" font="default" size="100%">79</style></section></record></records></xml>