Managers who think of customers existing to buy the firm's output rather than of firms existing to serve customers and-more broadly-the needs of society, have a

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A production orientation is characterized by managers who prioritize the technical process of producing goods or services efficiently and assume that customers will want to buy whatever is being produced. This implies that the firm's output is more important than customer satisfaction, which is consistent with the mindset that customers exist to buy the firm's output.

Managers Who Think of Customers Existing to Buy the Firm's