Although marketing orientation can be seen as helpful to consumers as it satisfies their needs, it can hinder innovation in a company (Corporate Finance Institute, n.d.).
This is because the company that uses this concept is driven by what the consumers want. If the consumers are conservative, it means even if the firm has ability to make changes it will be stuck by what the clients want.
This can put the firm in a risk of being rendered obsolete due to advancement in technology. Also, the consumer tastes and preferences may change abruptly and the firm may be left with products that it cannot sell.
Think of a firm that is producing masks in large scale to satisfy customer needs, when the corona virus pandemic will completely come to an end such a firm may be left with masks without a market to take them.
