The effects of national culture on market orientation: Conceptual framework and research propositions

Abstract

Significant research has focused on the market orientation concept and its antecedents in recent years. Nevertheless, the market orientation research provides little information concerning the effects of national cultural values on the market orientation of companies. The conceptual framework presented in this manuscript contributes to the extant literature in international business by investigating the role of national cultural values as factors that shape and modify an organization's market orientation through its organizational culture. Specifically, using Schwartz's cultural value dimensions, the authors present a set of propositions regarding the effects of national culture on the internalization of market-oriented values and norms, which in turn positively affect the implementation of market-oriented behaviors. Based on these propositions, implications for practice and future research are discussed.