Market Oriented Behaviours' Influence on Organisational Culture

This paper examines the influence of the market oriented behaviours of generating,
disseminating and responding to market intelligence on the values, norms and artifacts of a
market oriented culture. Analysis of data from 251 respondent companies to a questionnaire
survey using multiple regression demonstrates the higher the degree of market oriented
behaviours the higher an organisation is likely to score on its market oriented values, norms
and artifacts. Thus the implementation of market oriented behaviours in organisations will
encourage the development of a market oriented culture. This is desirable due to the
strong, positive relationship between market orientation and organisational performance.
Organisations are advised to assess and if necessary proactively strengthen the degree to
which they implement market oriented behaviours.