“The greater the extent of market dynamism, the greater is the positive impact of market-oriented behaviors on market performance.”

—  Christian Homburg

Source: "A multiple-layer model of market-oriented organizational culture", 2000, p. 453

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Christian Homburg18
German academic 1962

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“Previous research addressing market orientation from a cultural perspective 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 organizational culture. They draw an explicit distinction among values that support market orientation, norms for market orientation, artifacts indicating high and 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 analyze 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 markets.”

Christian Homburg (1962) German academic

Source: "A multiple-layer model of market-oriented organizational culture", 2000, p. 449 ; Abstract

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Source: "A multiple-layer model of market-oriented organizational culture", 2000, p. 451

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