A Multiple-Layer Model of MarketOriented Organizational Culture: Measurement issues and Performance Outcomes

Previous research addressing market orientation from a cultural per-spective 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 organizationajl culture. They draw an explicit distinction among values that support mar,-ket orientation, norms for market orientation, artifacts indicating high ana 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 analyzfe 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 market$