The relationship between organizational culture and market orientation in the Greek telecommunication companies

Athanasios Papadimitriou () and Antonios Kargas

Netnomics, 2012, vol. 13, issue 1, 1-23

Abstract: The modern business environment is characterized by intense competition, which has led telecommunication companies to a continuous race towards gaining and maintaining a competitive advantage. In order to succeed, telecommunication companies “cultivate” market orientation and market oriented cultures as non-imitable characteristics, capable to ensure long–term corporate viability and growth. This paper provides an insight into the Greek telecommunication industry by: a) revealing the coordination between market orientation strategies with corresponding culture, b) the relationship between extrovert-type cultures with performance and c) how special traits of telecommunication providers (size and age) influence the degree of market orientation and the dominant culture type (introvert or extrovert). The paper contributes: a) to the creation of national cultural profile in the telecommunication industry, which can become a starting point in a wider trial to create a European industry profile, b) to the empirical testing of the correlation between culture and market orientation and c) to the examination of the extent to which background factors (such as firms’ age and size) should be taken into account during the implementation of a business strategy. Copyright Springer Science+Business Media New York 2012

Keywords: Organizational culture; Market orientation; Performance; Greek telecommunication providers (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1007/s11066-012-9066-0 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:netnom:v:13:y:2012:i:1:p:1-23

Ordering information: This journal article can be ordered from
http://www.springer. ... ry/journal/11066/PS2

DOI: 10.1007/s11066-012-9066-0

Access Statistics for this article

Netnomics is currently edited by Stefan Voß

More articles in Netnomics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().