Developing a market oriented culture: a critical evaluation

Article Abstract:

This paper presents a critical evaluation of the notion that a market oriented culture can be developed and managed. It documents a critique of prescriptive-based literature of market oriented culture and argues that such literature is flawed in that its conceptualization of organizational culture is incomplete. The paper suggests and discusses five principal area which are either ignored or insufficiently addressed by extant literature on market oriented culture. These are: (1) the view that organizational culture is pluralistic, (2) the understanding that market oriented culture can be viewed as a family of concepts, (3) the notion of cultural dominance, (4) the question of whether culture can be managed, and (5) the problems of cultural entrenchment. The paper develops a series of conclusions and implications centred on the need for further conceptual and empirical development of the content and processes of a market oriented culture. (Reprinted by permission of the publisher.)

Organizational Methods NEC, Management Theory & Techniques, Case studies, Markets (Economics), Corporate culture, Organizational change, Organizational research, Organizational behavior

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Market orientation and performance: objective and subjective empirical evidence from UK companies

Article Abstract:

Issues concerning the impact marketing orientation, which is a form of management that directs all company employees and services to satisfy the customer, has on company financial performance are examined. Topics include the importance of considering contextual factors such as market and technological turbulence and competitor hostility, and the conclusion that market orientation does not directly affect financial returns although there is an indirect effect under conditions of market turbulence and competitor hostility.

Research and Development in the Social Sciences and Humanities, Management Science, Statistical Data Included, Methods, Evaluation, Customer relationship management

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The organization of marketing: a study of decentralized, devolved and dispersed marketing activity

Article Abstract:

The authors look at marketing organization in small firms. Decentralization is one characteristic, managed by part-time marketers.

Science & research, Marketing Management, Administration of Marketing

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