Thee market-driving approach has been cited by several business academic scholars (Jaworski,Kohli, & Sahay, 2000; Carpenter, Glazer, & Nakamoto, 2000; Kumar, Scheer, & Kotler, 2000;Harris & Cai, 2002; Hills & Sarin, 2003; Carrillat, Jaramillo, & Locander, 2004; Schindehutte,Morris, & Kocak, 2008) as a significant approach of the market-oriented company that canprovide a sustainable competitive advantage. Moreover, the organizational cultures developed bythe transformational leadership behavioral style are likely to play an important role in themarket-driving approach (Carrillat et al., 2004). Hence, it is necessary for the market-orientedfirm to understand the interrelationship between these two elements in order to develop asuccessful competitive position in the long-run.The main purpose of our thesis is to create a framework for understanding the interrelationshipbetween the market-driving approach and the organizational culture, which is applicable for amarket-oriented firm. To achieve this objective, we have to identify the types of organizationalcultures and leadership behavioral styles, which are occupied in a market-driving company.Furthermore, we also have to define the relationship between the market-driving approach andthe organizational culture; whether the market-driving approach or the organizational culture isthe origin of effect to the other.To answer our research question, a qualitative approach was applied by conducting semistructuredinterviews with two case studies, which are well-known market-driving companiesoperating in Thailand, IKEA Thailand and Land and Houses. We scope the area of study only inThailand according to our ability of understanding, analyze and access the sources of informationregarding Thai companies.From the research findings, both IKEA and Land and Houses share a similarity of theirorganizational culture, adhocracy and market cultures, and their leadership behavioral style,transformational leaderships. The relationship between the organizational culture and the marketdrivingapproach within these two companies reveals only one direction; their organizationalcultures led by transformational leadership stimulate their market-driving approach. Moreover,we also found that transformational leadership itself can directly generate the market-drivingapproach.Hence, this result provided us with a new conceptual framework that indicates thetransformational leadership as the main factor, which directly and indirectly develops themarket-driving approach.

Today, it is important for companies to deliver superior customer value in order to be successful on the market. There are two different ways of achieving this advantage; a company can either follow a market driven approach or a market driving approach. The difference between these two approaches is that a market driven company listens to the customers’ demand and create superior customer value of their needs. On the contrary, a market driving company reshapes the market and offer new superior needs to customers that will be seen as a need by them. Furthermore, there is a gap of the influence the internal factors have on the market driven and the market driving approach. Therefore, the aim of this study is to provide an insight of how the three internal factors, structure, financial resources and organization culture, influence the two approaches in the luxury industry. A survey was conducted in order to gather data from different companies worldwide. Both explanatory and exploratory research strategies were used when the collected data was analyzed. Explanatory research was used to test the hypothesis and explain the research question. Exploratory research was used to further understand how the internal factors influence a company’s marketing strategy.  The result of this dissertation indicates that the three internal factors were not significantly connected with market driven or market driving approach. However, it can still be argued that the internal factor structure somehow is correlated with the market driven approach. Furthermore, the findings of this dissertation can be interesting for people who seek to investigate in both the concept of market orientation and how the internal factors influence it.