Much has been written about the need for organizations to be more market-focused.
Authors have addressed a myriad of constructs which promote the realization of the
marketing concept. This article examines leadership and its development in the context
of creating a market-focused organization. It links the areas of leadership development,
leadership skills, and internal customer culture to the strategy development process.
The emphasis in a leadership-rich culture is on the relationships between leaders,
followers, and customers. This idea parallels existing thought in the relationship
marketing literature touting the benefits of relationships in buyer-seller partnerships
and network structures. In addition, this article offers a leadership deployment
process to create a market-focused organization from top to bottom.