What type of orientation is characterized by being not customer-centered and focused on competitors?

Competitor orientation is characterized by a focus on understanding and responding to competitors rather than centering on customer needs or preferences. This approach emphasizes monitoring competitors’ actions, strategies, and performance in the market. Companies with a competitor orientation analyze how their rivals operate, what products they offer, and how they communicate with customers. While this information can be valuable for strategic planning and positioning, it does not prioritize consumer feedback or desires, which often leads to neglecting direct customer interactions and insights.

In contrast, market orientation encompasses a broader understanding that includes both customer needs and competitive dynamics, while product orientation emphasizes the products themselves rather than external market factors. Customer orientation directly focuses on understanding and meeting customer needs, often leading to stronger relationships and loyalty but does not emphasize competitors. Thus, competitor orientation stands out as the approach that deliberately shifts focus away from customers and instead looks inward at the competitive marketplace.