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

Author(s): Christian Homburg \| Christian Pflesser
doi: 10.1509/jmkr.37.4.449.18786
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Journal of Marketing Research

Print ISSN: 0022-2437 | Electronic ISSN: 1547-7193

Volume: 37 | Issue: 4

Cover date: November 2000

Page(s): 449-462



Keywords

market orientation, organizational culture, measurement, performance outcomes, artifacts



Abstract

Previous research addressing market orientation from a cultural perspective typically has used behavioral measures of this construct. Drawing on literature in the fields of organizational theory and marketing, the authors develop a multilayer model of market-oriented organizational culture. They draw an explicit distinction among values that support market orientation, norms for market orientation, artifacts indicating high and low market orientation, and market-oriented behaviors. On the basis of qualitative research and a subsequent survey, the authors develop scales for measuring the different layers of market-oriented culture and analyze relationships among the different components of market-oriented culture. 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.



Author(s) affiliations

1. Professor of Business Administration and Marketing, Chair of the Marketing Department, and Director of the Institute of Market-Oriented Management, University of Mannheim

e-mail: prof.homburg@bwl.uni-mannheim.de

2. Marketing Consultant, BASF AG, Ludwigshafen, Germany

e-mail: christian.pflesser@basf-ag.de



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