Intra‐organizational factors and market orientation: effects of national culture

Abstract

Purpose

The purpose of this paper is to gain an increased understanding of the moderating role of national culture on the impacts of intra‐organizational factors on market orientation.

Design/methodology/approach

Using Schwartz's cultural value dimensions, the paper presents a set of propositions regarding the moderating effects of conservatism, intellectual autonomy, hierarchy, egalitarianism, and mastery dimensions of national cultural values on the relationships between market orientation and various intra‐organizational variables including interdepartmental connectedness, top management emphasis, interdepartmental conflict, centralization, formalization, and market‐based reward systems.

Findings

National cultural values can determine the importance of various antecedents to market orientation.

Originality/value

The conceptual framework presented in this paper contributes to the extant literature in market orientation by investigating the context dependent nature of the relationships involving market orientation and its antecedents in efforts to expand the theoretical knowledge base on the implementation of marketing concept in a global context.

Citation

Kirca, A.H. and Tomas M. Hult, G. (2009), "Intra‐organizational factors and market orientation: effects of national culture", International Marketing Review, Vol. 26 No. 6, pp. 633-650. https://doi.org/10.1108/02651330911001323