... future, with the need to satisfy current customers and to anticipate the future of markets. Strategically a company must be both customer and market-led. It must live and act in de short term and in the long term. Conner therefore points out that a company is most successful when it selects wisely the balance between now and the future rather than choose ... provides the cultural foundation for organizational learning (Slater and Narver, 1995). As important as an market orientation is, it must be complemented by an appropriate climate to produce a learning organization. De Geus (1988) a...

• Word Count: 5010
• Approx Pages: 20
• Has Bibliography
• Grade Level: Undergraduate