3.7 External and internal orientations
In case of “external” Business Orientations, i.e. Expert and Commodity, the business offer precedes the delivery. First there is an Expert and only later there is his Solution. First there is a Commodity and only later there can be its delivery.
“Internal” orientations, i.e. Product and Self-Service present the opposite picture since their delivery precedes the business offer. First there is an Item and only later can it become a Product or not. Someone must first organize Access or a self-servicing way before offering it to users as Self-Service.
