Business Orientations: The ultimate, limitless, yet irreducible milestone business theory.
The theory reveals what every business can be decomposed and traced back to.
The main message of the theory is that there are only four basic possibilities (+ their derived combinations) to create or satisfy customers’ needs-that is, to do business.
The contribution of the 4 Business Orientations to the business practice and thinking is of the same importance as the contribution of four cardinal points to navigation and geography because every business development and every business story must take place within the coordinates of 4 Business Orientations.
As the four cardinal points, the 4 Business Orientations represent the all-encompassing framework that is at the same time absolutely open and absolutely closed.
