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.
Rex E. McClure, (2010) "The influence of organizational culture and conflict on market orientation", Journal of Business & Industrial Marketing, Vol. 25 Issue: 7, pp.514-524, https://doi.org/10.1108/08858621011077745