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Developing a Market Oriented Culture: A Critical Evaluation

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  • Lloyd C. Harris
  • Emmanuel Ogbonna

Abstract

This paper presents a critical evaluation of the notion that a market oriented culture can be developed and managed. It documents a critique of prescriptive‐based literature of market oriented culture and argues that such literature is flawed in that its conceptualization of organizational culture is incomplete. The paper suggests and discusses five principal areas which are either ignored or insufficiently addressed by extant literature on market oriented culture. These are: (1) the view that organizational culture is pluralistic, (2) the understanding that market oriented culture can be viewed as a family of concepts, (3) the notion of cultural dominance, (4) the question of whether culture can be managed, and (5) the problems of cultural entrenchment. The paper develops a series of conclusions and implications centred on the need for further conceptual and empirical development of the content and processes of a market oriented culture.

Suggested Citation

  • Lloyd C. Harris & Emmanuel Ogbonna, 1999. "Developing a Market Oriented Culture: A Critical Evaluation," Journal of Management Studies, Wiley Blackwell, vol. 36(2), pages 177-196, March.
    • Handle: RePEc:bla:jomstd:v:36:y:1999:i:2:p:177-196
    DOI: 10.1111/1467-6486.00132
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    Cited by:

    1. Beverly B. Tyler & Devi R. Gnyawali, 2009. "Managerial Collective Cognitions: An Examination of Similarities and Differences of Cultural Orientations," Journal of Management Studies, Wiley Blackwell, vol. 46(1), pages 93-126, January.
    2. Maitland, A. & Hills, L.A. & Rhind, D.J., 2015. "Organisational culture in sport – A systematic review," Sport Management Review, Elsevier, vol. 18(4), pages 501-516.
    3. Chad, Paul & Kyriazis, Elias & Motion, Judy, 2014. "Bringing marketing into nonprofit organisations: A managerial nightmare!," Australasian marketing journal, Elsevier, vol. 22(4), pages 342-349.
    4. Ageeva, Elena & Melewar, T.C. & Foroudi, Pantea & Dennis, Charles, 2019. "Cues adopted by consumers in examining corporate website favorability: An empirical study of financial institutions in the UK and Russia," Journal of Business Research, Elsevier, vol. 98(C), pages 15-32.
    5. Harris, Lloyd C. & Ogbonna, Emmanuel, 2006. "Initiating strategic planning," Journal of Business Research, Elsevier, vol. 59(1), pages 100-111, January.

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