Document Type

Article

Publication Date

8-24-2010

Abstract

This study examines the relationship between organizational change initiatives and market orientation. Considering the strategic approach to organizational change, a number of key behavioral variables can be affected, which in turn affect market orientation. Data were collected from 253 mid-level managers in marketing-related positions. The results suggest that convergent change, or classic downsizing, had no significant effect on market orientation or the mediating variables. Change initiatives directed reorienting affected market orientation in a positive way, though mediated by organizational commitment, trust, and internal communication.

Comments

This is the author’s peer-reviewed manuscript. The published version of record is available at https://dx.doi.org/10.1108/08858621011077745.

Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.

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