Resources

Pierre Berthon and a team of researchers postulated that technology orientation in its ‘generic' context is the anti-thesis to customer orientation. Therefore, technology orientation and customer orientation (TOCO) should be seen as: "two distinct constructs which can interact in a facilitative or inhibitory fashion."

The TOCO Checklist measures your organization's underpinning orientation, however, it does not aim to expose inadequate attention to innovation (technology) or insufficient customer (market) focus, but rather to identify or draw attention to an inappropriate overall strategic focus given the environmental circumstances.

Complete the checklist