By analyzing the performance of nine leading corporations with market orientation in the high－ tech industry, the paper reveals that the reason why the performance of companies with the same orientation is different is that the definition of market orientation isn t clear and some of them can t distinguish between lighthouse－ customer and mainstream－ customer.
本文旨在探讨高技术企业应以何种导向来指导企业发展，文章通过对奉行市场导向理念的 9家高技术行业领先企业的成、败分析指出：同样理念却导致不同执行效果的主要原因在于市场导向界定不清、一些企业没有区分出主流顾客与灯塔顾客，进而，提出了灯塔顾客导向理论，并在理论上予以了论证。