Culture and leadership in market‐oriented service organisations

The fields of market orientation and services marketing are still rather new domains of scientific research. It appears that they have quite a few challenging topics in common. This paper combines some of those topics. It focuses on the culture of market‐oriented services organisations and the leadership styles that may belong to such a culture. An open culture which is reflected in clarity in marketing goals and a strong drive to be the best (deliver superior value or quality) are the essential features of such a culture. This calls for achievement‐oriented leaders who care about people.