![Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5931/TOC-Subject-Sample-2021-Economics-Finance-Business-Industry.jpg"})
Abstract
Prior research has shown the positive impact of interaction orientation – a firm-level orientation toward the individual customer in which the customer's knowledge is integrated into the firm's practices, processes, and overall belief – on firm performance. However, research on how organizational and behavioral characteristics foster interaction orientation is lacking. The present study analyzes the impact of organizational culture, organizational structure, and leadership style on interaction orientation. Between January and March 2010, 381 firms participated in this research project. Our results indicate that the adhocratic organizational culture is the most effective in advancing interaction orientation, while the market culture has a negative impact on it. In general, less formalized structures and highly facilitative management behavior support interaction orientation.