L’orientation marché affecte positivement la performance commerciale et financière d’une organisation sur le court et le long terme. Pourquoi le style de leadership transformationnel du dirigeant favorise-t-il l’émergence d’une culture orientée marché dans l’organisation ? Sous quelle condition cette influence est-elle plus forte ? Dans cette note de recherche, nous analysons 163 dyades dirigeants/collaborateurs de PME sénégalaises et montrons, conformément à la théorie de l’apprentissage social : (1) que le leadership transformationnel du dirigeant stimule l’orientation marché à travers ses effets sur la qualité des échanges entre dirigeant et collaborateurs et (2) que cet effet indirect est positivement modéré par le niveau d’orientation marché du dirigeant lui-même (médiation modérée).
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