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Search by topic:   17430. MICROSOFT’S MARKETING ORIENTATION. This paper provides a critical overview and analysis of the current marketing orientation of Microsoft. The extent to which Microsoft manifests a market orientation and/or adopts the characteristics and strategies of a market-driven company is evaluated. The paper considers how successful Microsoft is in terms of ensuring that factors in its external environment and the various market actors with which it relates are accommodated within its marketing strategy. Also considered is how successful Microsoft appears to be in ensuring cross-functional responsibility for marketing operations within and across its own sub-units and departments. Prior to examining Microsoft’s marketing orientation in detail, the concept of a market-oriented firm is defined and a brief overview of Microsoft’s current operations and structure is presented. The paper concludes with recommendations to Microsoft management on the future development of market-driven strategies aimed at securing Microsoft’s sustained competitive advantage. KEYWORDS: Microsoft software competition strategy marketing. Written 2005. 15 pages, 53 footnotes, 33 bibliographic sources. 3,457 words.   $105 Copyright 2002 Academic Research Papers Associate Term Paper Sites: Academic Research Papers Academic-Research-Papers Research Central Term Paper Assistance