Business leaders’ personal values, organisational culture and market orientation | The Oxford Review - OR Briefings

Business leaders’ personal values, organisational culture and market orientation

Research Briefing

A new study examining the connections between the market orientation and culture of an organisation and the leaders’ personal values has just been published in Journal of Strategic Marketing.

The study found that the personal values of the leaders of an organisation significantly impact both the organisational culture and its market orientation.

Pilots say of the Spitfire fighter plane that it ‘feels as if it an extension of you’. BMW tried a marketing campaign claiming much the same for one of their models a few years back. The concept of an excellent machine being an extension of oneself can now be extended to companies – that a company’s market orientation and culture is dependent on the leader’s personal values.

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