Question

The firm’s market orientation is reflective of its shared customer-focused values and is used to organize the firm’s activities and resources. As such, it reflects an organizational culture that emphasizes activities that permit the firm to achieve three goals:

1. Understand and meet customer needs in ways that create value for the customer.
2. Create customer satisfaction.
3. Create customer relationships that are sustainable in the long run and also profit for the firm over the long term.

In your own words, describe the role organizational culture should play in achieving the firm’s market-oriented goals. How does this contrast with the real world, and in particular, what you experience in your own organization? What are the organizational impediments to a more dynamic market-oriented culture?

Answer 1