Based on two empirical studies, Sebastian Dreher demonstrates the limitations of classical approaches to market orientation. The author shows from a service perspective that traditional survey methods in the B2B environment are rarely promising. Instead, the relevant information gain is associated with the customization of service offerings. Furthermore, he clarifies that market-related misdecisions are often not due to a lack of resources within a company, but rather stem from the overestimation and self-centeredness of top managers. In the foundational section, service innovations, including Service Dominant Logic, are explained, various forms of customer interaction are discussed, and the literature on top managers and their self-concepts is reviewed.