Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 11

Method, the innovative branding concept in household cleaning, was conceived by roommates Eric Ryan and Adam Lowry during their drive to a ski lodge. Eric had been thinking of ways to introduce design to the home care industry (i.e., cleaning products) and began talking about his vision to Adam. A chemical engineer from Stanford University with a degree in environmental science, Adam was the perfect sounding board. He soon realized that he could use his expertise to create naturally derived, biodegradable formulas for the beautiful products Eric had in mind.
Is method best described as having a market orientation or a societalmarketing orientation?