2023-04-132023-04-13https://www.alexandria.unisg.ch/handle/20.500.14171/58186Creating superior value for the customer is the primary ingredient of competitive advantage. However, a well-formulated and appropriate customer-centric strategy only results in superior returns for an organization when it is implemented successfully. Although a notable amount of research has investigated the strategy implementation process, the reasons for implementation success or failure are not fully understood.Customer orientationstrategy implementationsocial learningleader-member exchangeteam-member exchangeorganizational commitmentfundamental research project