Description
The results of a survey appraising the frequency and perceived merit of customer accounting (CA)practices are
reported. Given the limited attention afforded the subject in the normative and empirical literatures, CA usage appears
to be greater than what might have been reasonably anticipated. Evidence of a positive association between market
orientation and CA, as well as a weak positive association between competition intensity and CA is provided.
doc_557579704.pdf
The results of a survey appraising the frequency and perceived merit of customer accounting (CA)practices are
reported. Given the limited attention afforded the subject in the normative and empirical literatures, CA usage appears
to be greater than what might have been reasonably anticipated. Evidence of a positive association between market
orientation and CA, as well as a weak positive association between competition intensity and CA is provided.
doc_557579704.pdf