The impact of organizational values, goals, and climate on marketing effectiveness

We examine the relationship between organizational values, corporate goals, and climate and marketing effectiveness within the manufacturing sector. Data from 168 marketing executives representing medium to large manufacturing firms revealed that those companies which demonstrate superior marketing effectiveness also have distinguishing value profiles and goal orientations. Respondents stated that a greater importance should be placed on many of the values and performance dimensions examined. The results provide the following prescription for managers: an environment must be developed that is supportive of marketing-oriented strategies.