In the context of ‘Creating and capturing customer value’,according to Armstrong et al. (2015) a customer-driven strategy is closely linked to the selling concept.

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In this question, we evaluate the relationship between a customer-driven strategy and the selling concept as described by Armstrong et al. (2015) in the context of creating and capturing customer value.
Option 1: True. If we claimed that a customer-driven strategy is closely linked to the selling concept, we would be implying that the approach prioritizes pushing products through aggressive sales techniques rather than understanding and delivering customer needs. This misaligns with the traditional interpretation of the selling concept, which emphasizes selling what the company makes rather than what customers truly want. Because Armstrong et al. emphasize creating and capturing value through understanding customers, this option misstates the theoretical linkage and is therefore incorrect.
Option 2: False. The more accurate view is that a customer-driven strategy aligns with the marketing concept (or sense-and-respond orientation), which centers on identifying and delivering value based on customer needs and wants, rather than merely pushing a product. This perspective supports the idea that creating and capturing customer value comes from understanding customers and tailoring offerings accordingly, not from a purely selling-driven approach. This makes the statement in the prompt false.

Overall, the key distinction is that the selling concept focuses on pushing products and maximizing sales through internal capabilities, whereas a customer-driven strategy is grounded in external understanding of customer needs and delivering perceived value, which aligns with Armstrong et al.'s framework on creating and capturing customer value.

In the context of ‘Creating and capturing customer value’,according to Armstrong et al. (2015) a customer-driven strategy is closely linked to the selling concept.

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