Perspective-taking : a critical aspect of market orientation

Abstract

Perspective-taking and the ability to take a customer’s point of view lie at the very heart of marketing. Whilst the relevance of perspective-taking to marketing is broad, this paper proposes how the concept can be applied within the context of a firm’s market orientation. It introduces the construct of perspective-taking as an aptitude that can be developed among employees and managers in order to strengthen a firm’s collective market orientation. The theoretical basis for perspective-taking that is rooted in the psychology literature on aptitude complexes and formation is outlined, and conclusions are drawn.