An examination of the literature on Market Oriented Artifacts

The purpose of this paper is to present a review of the literature on market oriented artifacts. Organisational artifacts are one of the components of a market oriented culture as well as values, norms and behaviours (Homburg... [ view full abstract ]

The purpose of this paper is to present a review of the literature on market oriented artifacts. Organisational artifacts are one of the components of a market oriented culture as well as values, norms and behaviours (Homburg and Pflesser, 2000). Market oriented artifacts have been argued to have four categories; stories, arrangements, rituals and language (Schein 1984; Homburg and Pflesser, 2000). The importance of artifacts is their ability to indicate the degree to which an organisation is market oriented. Furthermore, artifacts have been argued to have symbolic meaning because they strengthen the degree of market oriented behaviours in the organisation. However at this point research relating to the artifacts of a market oriented culture is limited (Farrell, 2005; Byrne, 2014; Tiernan, 2015). Thus, this paper concludes that considering the importance of market oriented artifacts there is scope for further investigation. Specifically, in relation to the categories of artifacts; stories, arrangements, rituals and language (Homburg and Pflesser, 2000).