Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Influence of Mediating Variables on Market Orientation During Organizational Change

Author(s): Rex McClure

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.

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