Elementos culturais de orientação para o cliente em uma indústria de Campina Grande.

Abstract

As the context of the current business environment is highly competitive, global and changeable, where proactivity is required, rapid response and innovative businesses to ensure survival in the market, realized that the organizational culture combined with the orientation client become indispensable condition for creating competitive business advantage. Thus the study aims to analyze the extent to which the elements, performance and customer orientation are present in the organizational culture of a manufacturing enterprise. For this was a descriptive and exploratory research in an industry of furniture and mattresses of Campina Grande, based on surveys and bibliographic data, where the population studied was composed of six high-level executive positions in the company. The main findings show that found the company's performance has little to do with the same organizational culture, which has few elements of the customer orientation and is focused on internal processes, creating a vulnerability of the company in the market.