Customer orientation has a significant relationship with TCC. Understanding customers providesguidance for the commercialisation process,so that the process has a clear focus, which isproviding value for customers, and therefore theprocess becomes faster (commercialisationspeed). Understanding the customer also guides acompany in selecting the market segment to beserved and developing appropriate products forselected market segments that are able to fulfilcustomer needs (market scope). In addition,understanding the customer guides the companyin selecting appropriate technology that enablesthe company to provide customer value (technologybreadth). This finding is in agreement withthe finding of Han et al. (1998), whose researchdemonstrated a significant relationship betweencustomer orientation and organisationalinnovativeness and a significant indirect relationshipbetween customer orientation and organisationalperformance.