3 BUSINESS ORIENTATIONS
OTHER CHARACTERISTICS
3.1 Names of odd and even Business Orientations
The names of Business Orientations cannot be improved. The reason is that these names convey the very essence of their meanings. Yet these names do not have an identical semantic implication.
The names of odd number orientations i.e. Expert and Self-Service have a direct functional meaning: Self-Service is a function of a self-service, Expert has the function of an expert.
The names of even number orientations i.e. Product and Commodity do not express a practical function. These names are words with an understood but given meaning. They are notions which designate something that they represent and for which we have no better term:
