კონფერენცია

∘ Teimuraz Gogokhia ∘
THE ROLE AND SIGNIFICANCE OF MARKET ORIENTATION OF ORGANIZATIONAL CULTURE OF A FIRM IN ACHIEVING ITS SUSTAINED COMPETITIVE ADVANTAGE

Summary

The article deals with the essence of the concept of organizational (corporate) culture of a firm and its market orientation, as well as the role and significance of the market-oriented organizational culture in achieving and maintaining the sustainable competitive advantage of a firm.

Various theoretical models and conceptual approaches to the organizational culture of a firm are considered.

The relevant empirical studies conducted in some developed and developing countries regarding the organizational culture and its influence on the final results of firms' work, as well as the marketing culture (organizational culture that has a marketing orientation), the impact of this culture on the performance of a firm and its possible role in achieving and maintaining the sustainable competitive advantage of a firm are reviewed.

Some ways of conducting empirical researches in transition economies, including in the Georgian economy, are outlined. We suggest to formulate the corresponding hypotheses regarding the relationship between the market-oriented organizational culture and the sustainable competitive advantage of firms in transition countries (including Georgia), taking into account the specifics of business environment, and then, having previously collected relevant data from firms through in-depth interviews and questionnaires, to test these hypotheses within the framework of the modified D. Denison’s model.

Keywords: organizational (corporate) culture, market orientation, sustained competitive advantage.

Ivane Javakhishvili Tbilisi State University Paata Gugushvili Institute of Economics International Scientific C O N F E R E N C E S "ECONOMY – XXI CENTURY"

E ISSN 2587 - 4691	∘ Teimuraz Gogokhia ∘ THE ROLE AND SIGNIFICANCE OF MARKET ORIENTATION OF ORGANIZATIONAL CULTURE OF A FIRM IN ACHIEVING ITS SUSTAINED COMPETITIVE ADVANTAGE Summary The article deals with the essence of the concept of organizational (corporate) culture of a firm and its market orientation, as well as the role and significance of the market-oriented organizational culture in achieving and maintaining the sustainable competitive advantage of a firm. Various theoretical models and conceptual approaches to the organizational culture of a firm are considered. The relevant empirical studies conducted in some developed and developing countries regarding the organizational culture and its influence on the final results of firms' work, as well as the marketing culture (organizational culture that has a marketing orientation), the impact of this culture on the performance of a firm and its possible role in achieving and maintaining the sustainable competitive advantage of a firm are reviewed. Some ways of conducting empirical researches in transition economies, including in the Georgian economy, are outlined. We suggest to formulate the corresponding hypotheses regarding the relationship between the market-oriented organizational culture and the sustainable competitive advantage of firms in transition countries (including Georgia), taking into account the specifics of business environment, and then, having previously collected relevant data from firms through in-depth interviews and questionnaires, to test these hypotheses within the framework of the modified D. Denison’s model. *Keywords:* organizational (corporate) culture, market orientation, sustained competitive advantage.