A Multiple Layer Model of Market-Oriented Organizational Culture : Measurement Issues and Performance Outcomes

Homburg, Christian ; Pflesser, Christian

W036_A Multiple Layer Model of Market.pdf - Published

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URL: https://ub-madoc.bib.uni-mannheim.de/42516
URN: urn:nbn:de:bsz:180-madoc-425164
Document Type: Working paper
Year of publication: 2000
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W036
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-225-1 , 978-3-89333-225-0
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: Previous research addressing market orientation from a cultural perspective has typically used behavioral measures of this construct. Drawing upon literature in the fields of organizational theory and marketing, the authors develop a multi-layer model of market-oriented organizational culture. They draw an explicit distinction among values supporting market orientation, norms for market orientation, artifacts indicating high and low market orientation, respectively, and market-oriented behaviors. Based on qualitative research and a subsequent survey, scales for measuring the different layers of market-oriented culture are developed. Relationships between the different components of market-oriented culture are also analyzed. Findings indicate that artifacts play a crucial role in determining behavior within organizations. Results also indicate that a market-oriented culture influences financial performance indirectly through market performance and that this relationship is stronger in highly dynamic markets.

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