Building a Market-Oriented Organizational Environment: An Implementation Framwork for Small Organizations

The strong link between a market orientation and performance in small organizations rests on the organizationÕs ability to use its market-oriented culture to create a sustainable competitive advantage. To do this requires the Þrm to build and maintain a strong market orientation. Using an internal customer-internal supplier perspective, this paper identiÞes a framework for implementation that an organization can undertake to create a market-oriented workforce. The foundation for the framework is the development of dyadic relationships between internal customers and suppliers. The implementation structure relies on a performance management system that rewards behaviors appropriate for the establishment of a market-oriented culture.