Examining Market Orientation as Both Culture and Conduct: Modeling The Relationships Between Market Orientation and Employee Responses

The market orientation construct is central to the study of marketing; however, scholars have expressed concern about the multiple market orientation conceptualizations. This paper introduces and tests a model of market-oriented culture and conduct that reconciles the prevailing conceptualizations. In addition, it extends previous research by considering the effect of market orientation on individual-level responses. Findings support the proposed market orientation model. Findings also support a positive relationship between market-oriented responsiveness and salesperson customer orientation. The proposed model offers significant insight into the market orientation construct.