Individual-level antecedents to market-oriented actions

Although often assessed at an organizational level, a market-oriented culture is supported by the attitudes and actions of the organization's employees. A firm cannot develop a market orientation strategy without each employee's active understanding, willingness, and ability to perform in a market-oriented fashion. Therefore, individual employees must experience a responsibility to gather and assess the value of market information, and a willingness to share it with other employees. We surveyed a cross-section of employees at many levels and roles in different North American financial services organizations. This research identified important individual-level antecedents that organizations must account for when attempting to stimulate company-wide market-oriented behaviors. These include the fostering of high-quality and matched psychological contracts, modeling of learning strategies by agile learners, and increased opportunities and time to develop personal ties between customers and employees in diverse roles within the firm. (c) 2007 Elsevier Inc. All rights reserved.