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In an amusing way Klaus Backhaus endeavours to explain how much of what is sold in practice under the guise of a pronounced market orientation is nothing more than the telling of a fairy tale. And so the story takes its course. Despite a perceived market orientation the German engineering company "Deutsche Maschinenbau AG" is losing its market share. But instead of joining forces to systematically hunt down and identify the causes of these losses, all those involved become entangled in a mutual blame game. Not until the Marketing Manager has his say, does the tide seem to turn....