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Implementing a Customer Orientation：Extension of Theory and Application;Customer Orientation;Organizations are more successful when they embrace a customer orientation. ;Gap;;Theoretical Context;Introduction;;;;Three critical organizational variables;Theoretical Context;Focal Organization;Two Stages;;Data Analysis;Research Programs;;;Senior leadership;Senior leadership;Senior leadership connectivity to ownership for change;;Senior leadership commitment intensity and emotion;;Senior leadership driving the commitment with resources;;Senior leadership the cascading leadership role;;;Interfu