The Interplay of Cultural and Behavioral Capabilities in a Market-Oriented Organization

Date
2018-01-01
Authors
Atkins, Kelly
Ryman, Joel
Roach, David
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Altmetrics
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Abstract

The purpose of this study is to examine both market orientation (MO) as culture and market orientation as behavior as complementary influences on organizational performance and competitive advantage. Specifically, this study examines the differences in the level of innovation among MO types and explores the possibility that MO behavior and MO culture may be mutually reinforcing indicating an interaction or of an amplifying effect.

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