What does market orientation mean? The firm’s market orientation is reflective of its shared customer-focused values and is used to organize the firm’s activities and resources. As such, it reflects an organizational culture that emphasizes activities that permit the firm to achieve three goals: Understand and meet customer needs in ways that create value for the customer. Create customer satisfaction. Create customer relationships that are sustainable in the long run and also profit for the firm over the long term. Consider the articles in this week’s reading. In your own words, describe the role organizational culture should play in achieving the firm’s market-oriented goals. Which of this week’s authors best captures your personal vision of what a market-oriented firm should be? Please explain why. What are the organizational impediments to a more dynamic market-oriented culture?
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