- focuses on making products that the business knows how to make
- prioritize research and development. Examples: Apple, Google, Boeing
Advantages of product orientation
- being innovative. i.e. Toyota Prius
- Let a business get a good corporate image (i.e. Apple gets great product retention)
- harder for competitors to copy product
Disadvantages to product orientation
- costly (got to be highly skilled and staff is costly)
- Risky to ignore changing demands of the market
- no guarantee the product will sell
