| Summary: | This paper studies the effects of market orientation (MO) on business performance in an Icelandic financial organization, with a specific focus on the shape of organizational culture. The research subject is one of Iceland´s commercial banks. The study objectives were to measure the shape of this bank´s organizational culture and the level of its market orientation. The measurement instrument is based on the Denison Model of Organizational Culture Survey (DOCS). According to the results, the level of the banks organizational culture scores a 3.62 on a 5-point scale where 1 means “weak ” and 5 means “strong”. The bank´s shape of organizational culture is strong in the sub-dimension “strategic direction and intent ” but weak in the sub-dimension “coordination and integration”. The bank has a strong external focus combined with a focus on stability. The “adaptability ” dimension in the DOCS was of special interest, as it measures the level of market orientation (MO). On this dimension, the bank scores a 3.57 on a 5-point scale and has a weak positive relation with five out of six performance indicators, and a moderately strong relation with employee satisfaction. The results further show that the bank is very profit-oriented, which might explain its low score on some dimensions. The results from this study are in line with the results from other Icelandic studies that have used DOCS to measure the shape of organizational culture.
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