Tiernan, Catherine and Dwyer, Tomas and Mulligan, Julie (2015) Developing a refined questionnaire to investigate the layers of a market oriented organisational culture. In: Irish Academy of Management :. UNSPECIFIED.
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Abstract
Strategically develops a refined questionnaire that can be used to investigate the layers of a Market-Oriented Organisational Culture, specifically: values, norms, artifacts and behaviours. A self-administered questionnaire was identified as being the most prominent tool used to explore Organisational Culture. However, questionnaires for exploring Market Orientation are limited, with Homburg and Pflesser’s (2000) being the first and virtually only instrument to incorporate each of the four layers of this specific culture. Yet, this 78-item survey instrument is admittedly lengthy in nature and, more significantly, fails to capture some of the fundamental characteristics of these layers that are stressed in the literature. This paper strategically develops and, consequently, presents a refined questionnaire aimed at addressing these shortcomings. The author’s refined questionnaire can be used to investigate the relationships between the layers of a Market-Oriented Organisational Culture. A deeper insight into the relationship(s) between these layers would provide a better understanding of the role that each one plays in creating and driving this culture. This would ultimately allow clear guidance to be offered to managers who are seeking to change their organisation’s culture and/or become Market-Oriented. Such guidance is desirable due to the strong, positive relationship between Market Orientation and organisational performance. Moreover, the questionnaire presented in this paper can be employed in a practical manner by managers who wish to assess their level of Market Orientation. This would allow specific areas of weakness to be identified, improvement of which may result in an overall stronger degree of Market Orientation.
| Item Type: | Book Section |
|---|---|
| Depositing User: | Admin SSL |
| Date Deposited: | 17 Jun 2024 23:03 |
| Last Modified: | 17 Jun 2024 23:03 |
| URI: | https://repository.wit.ie/id/eprint/7790 |
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