
42 Organizational Change and Development
2. Market culture: Similar to hierarchical culture, market culture also places strong emphasis on
control, but at the same time it is more outward in comparison to the hierarchical culture. Thus,
in these types of organizations, more emphasis is given on the competition and prevalent market
scenario. The focus is result-oriented, on better productivity, in order to survive the competition.
Modern players in the telecommunication sector, namely, Vodafone, Airtel or Aircel are good
examples of market culture who ercely compete with each other by frequently and drastically
lowering the tariff rates or ...