The Role of Market Orientation

Market orientation is still an intriguing concept for many and carries the pledge of superior service delivery for organizations through the satisfaction of customers’ needs. In this study drawing conclusions from an empirical investigation the author shows that this relationship does really exist. Corporate culture and organizational transformation are key contributory factors towards creating a positive or negative image of an organization. Corporate culture aims at aligning the values and beliefs with that of the organization and where innovation is encouraged the overall objectives of an organization can be achieved. Transformation is more a process and occurs continually as per the needs and expectations of customers changes.