Today, there seems to be conformity in the view that successful firms are market oriented.Since the beginning of the 1900s market orientation has increasingly been recognised as a critical factor in business success. Major research issues on market orientation include the links between market orientation and company performance, the appropriate organisational design to achieve market orientation as well as the influence of external factors on it. The focus in this study is primarily on the link between market orientation and organisational culture as well as the importance of the interaction between marketing and other functional units in the process of implementing market orientation.