Which orientation focuses on manufacturing products before considering customer demand?

The focus of product orientation lies in prioritizing the manufacturing and development of products based on the company’s capabilities and innovations without initially considering customer demand. This approach emphasizes the belief that if a product is well-made or technologically advanced, customers will naturally be drawn to it.

In product orientation, the organization might invest heavily in research and development to create superior products, driven by the assumption that customers will appreciate and desire them. The philosophy is often that innovation and product quality are the keys to success, so businesses concentrate on what they can produce effectively rather than on what consumers specifically want or need at that time.

This contrasts with marketing orientation and customer-centric approaches, which start with the customer's needs and preferences, designing products or services to meet them. Similarly, sales orientation is more about pushing products through aggressive sales techniques rather than focusing on the inherent qualities of the product itself.