The Influence of Mediating Variables on Market Orientation during Organizational Change

Document Type

Article

Publication Date

3-2018

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

Copyright © 2018 Academy of Marketing Studies Journal.

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