The Influence of Marketing Orientation on Market-led Organization Culture


Market orientation is an activity to develop an understanding of current and future customer needs. Marketing-oriented organizations have an organizational culture or set of values and beliefs to serve customer needs. Based on the theoretical framework of a marketing orientation, which need to be considered are customer orientation, Competitor orientation, Focus on the long term, Interfunctional coordination. Marketingoriented organizations are those that have a marketing-led organizational culture. The study was conducted on employees at Ciputra Group with 337 respondents. The results of the study showed that there was no effect of the competitor orientation on the marketing-led organizational culture. The influential dimensions are customer orientation, Focus on the long term and Interfunctional coordination.

Keywords: Customer orientation; Competitor orientation; Focus on the long term; Interfunctional coordination; Market-led Organization Culture; Marketing Orientation

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