An examination of artefacts in market-oriented firms

Abstract

Purpose

The purpose of this paper is to examine the nature and influence of artefacts in market-oriented firms.

Design/methodology/approach

Document analysis, direct observation and 14 key informant interviews were undertaken in 6 case study of companies.

Findings

The research investigated the nature and influence of four categories of artefacts in market-oriented firms, specifically, stories, arrangements, rituals and language. The four categories of artefacts were found to embody, reinforce, create and compliment the values, norms and behaviours of a market-oriented culture. Market-oriented artefacts are thus core to a market-oriented culture and in developing a market orientation.

Research limitations/implications

The four categories of artefact, namely, stories, arrangements, rituals and language embody a market-oriented culture; these artefacts are necessary to implement market-oriented behaviours. Artefacts play a significant cultural and behavioural part in creating a market-oriented culture.

Practical implications

To be a market-oriented firm means implementing a market-oriented culture. This paper requires managers to assess the degree to which they have developed and used market-oriented artefacts in the establishment and strengthening of a market-oriented culture.

Originality/value

This paper addresses the limited understanding of market-oriented artefacts as an element of a market-oriented culture.

Citation

O'Regan, C., Dwyer, T. and Mulligan, J. (2021), "An examination of artefacts in market-oriented firms", Journal of Research in Marketing and Entrepreneurship, Vol. 23 No. 1, pp. 86-102. https://doi.org/10.1108/JRME-02-2019-0012