Created by:
Ofer Mintz (University of Technology Sydney and Tel Aviv University)
Imran S. Currim (University of California Irvine)
Rohit Deshpandé (Harvard Business School)
About Us
National customer orientation is the average level of customer orientation across firms operating in a country based on firms’ understanding, consideration, and treatment of customers, and their success at delivering value to customers.
In today’s connected global economy, firms must learn and adapt to customer expectations in a country to successfully operate. This requires the use of national-level customer- and marketing-based benchmarks. Unfortunately, those benchmarks are not readily available.
Thus, we want to overcome this gap by providing firms and researchers national customer orientation scores for 112 countries between 2007-2017.
The data provided comes from the World Economic Forum (WEF) and World Bank (WB), which are licensed under the WEF and WB’s terms of Creative Commons Attribution 4.0 International Public Licences. This allows the use of the materials for non-commercial purposes as long as users provide proper attribution to the WEF and WB.
Research Papers
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé (2023), “National Customer Orientation: An Empirical Test Across 112 Countries.” Marketing Letters, forthcoming.
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé (2022), “National Customer Orientation: A Framework, Propositions and Agenda for Future Research.” European Journal of Marketing, 56(4), 1014-1041.
Data