7.2 Main and supporting Business Orientations
Companies often sustain their main Business Orientation with supporting Orientation(s). For instance, Product-oriented companies sometimes open brand shops (Self-Service) of their own, where customers can find not only company products but also receive individual (Expert) advice. These activities are usually only brand-supportive, as most products are still channeled to the market through third-party, Self-Service-oriented resellers.
On the other hand, Self-Service companies often add elements of Product Orientation by selling goods or products under their own label. Their employees may also provide a minimum level of customized (Expert) advice. Even impersonal online shops create a sense of a personal Expert–client relationship by offering live chat or sending individualized offers based on users’ previous preferences.
By balancing supporting Business Orientations, companies can fine-tune their overall offering and refine their identity. For example, one bank may add more of the Expert Orientation through specialized services for large clients; another bank may offer new Product packages for general market segments; while a third bank might choose to strengthen Self-Service by expanding its ATM network or focusing primarily on online services.
However, in some businesses, the supporting Orientation becomes so strong that it almost equals the main one. This is the case, for example, with Self-Service businesses that primarily sell their own items, as seen with IKEA.