TY - JOUR AU - Sherry, John F. AB - Market orientation is a foundation of marketing and is increasingly important in other fields, such as strategic management. Research in marketing has identified the characteristics of market-oriented organizations. However, how organizations change to become more market oriented has received less attention. In this article, the authors conduct an in-depth, longitudinal, multifirm investigation of firms that have successfully created a market orientation. Grounded by this in-depth understanding, they develop a theoretical model to explain how firms create a market orientation. The model identifies four path-dependent stages of change. In contrast to current conceptualizations, the authors find that creating a market orientation requires dramatic changes to an organization's culture and the creation of organizationally shared market understandings. The findings offer new insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, including the role of intraorganizational power and organizational learning in creating and sustaining a market orientation. TI - Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation JF - Journal of Marketing DO - 10.1509/jmkg.70.4.037 DA - 2006-10-01 UR - https://www.deepdyve.com/lp/sage/creating-a-market-orientation-a-longitudinal-multifirm-grounded-KgP0AEXwgs SP - 37 EP - 55 VL - 70 IS - 4 DP - DeepDyve ER -