Marketing Oriented Organizational Culture as Prerequisite for TQM Implementation: The Case Study of Serbian Mechanical Industry

Abstract

The purpose of this paper is to propose a tool for determining the right moment for introducing radical changes aimed at implementing TQM in a company. As we know, there is a huge number of companies that dismiss benefits of TQM implementation. This is especially important for companies which come from undeveloped countries and countries in transition, as Serbia is. In this paper, a survey questionnaire was used to identify the quality of marketing orientation of organizational culture within 20 companies working within mechanical industry in Serbia. The questionnaire was used for all managerial levels and workers and it proved that there is no big difference in orientation among different levels organizational within a company. According to the fact that Serbia is a country in which consensus economics used to have a long tradition (almost till the end of XX century), these findings are very important to its further development.