The remaining part of becoming market-oriented is deciding what actions to take to provide superior customer value. This involves shared discussions among company personnel and analysis of trade-offs in meeting customer needs.16 An effective multi functional team approach to decision making aids diagnosis and coordinated action. Rubbermaid's teams are empowered to make decisions and are responsible for results. Becoming market-oriented requires making major changes in the culture, processes,

and structure of the traditional pyramid organization organized into functional units.

Nonetheless, mounting evidence suggests that the market-oriented organization has an important competitive advantage in providing customer value and achieving superior performance.