Working Papers

National Customer Orientation: A Luxury of Rich Nations?

University of Sydney

Imran S. Currim

University of California, Irvine

Rohit Deshpande

Harvard Business School

Oct 13, 2020

Develops a model and national customer orientation benchmarks that global executives and country-managers can use to complement their organizational-level customer orientation benchmarks and better co-ordinate their efforts to form realistic expectations for a new country market and time period and better manage their customer orientation efforts over the world and time.

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