The Reactions of Shop Floor Employees to Market Oriented Culture Change
A theme emerging from research into the determinants, content and consequences of market orientation is that developing a market oriented culture exerts a profound influence on the organizational culture of a company. This study explores and describes the manner and forms of shop floor employees' responses to market oriented culture change initiatives. The paper begins with a brief overview of existing literature discussing the definition and components of a market orientation. Thereafter extant research into the consequences of developing a market oriented culture is reviewed critically. After detailing the research design and methodology adopted in this study, the summary fmdings of two in-depth case studies are presented. The findings of this study indicate that shop floor workers respond differentially to market oriented culture change programmes. The paper concludes with a series of implications for both marketing and culture theorists and practitioners.
Abstract : This study uses eyewitness accounts of enterprise operations as an unconventional source of information on Soviet productivity and worker behavior, Soviet Union, Worker productivity.