Marketing Orientation

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…and services in response to customers' needs, thus making employees more likely to respond to changes. Interdepartmental connectedness, as opposed to conflict, is regarded as fundamental in creating a sound organisational environment which will work towards optimal market orientation. Lastly, organisational structure and systems is an essential factor in attaining an effective market orientation. As Stampfl argues in Jaworski and Kohli's 1993 paper, 'it appears that formalisation and centralisation are inversely related to an organisation's responsiveness'.