Market culture is having product focus while hierarchy culture is having process focus (Figure 3). Product in product focus is defined as physical goods to customers (who are external), while process in hierarchy culture is defined as production or operations which produce the products and which typically occur in the absence of the customer in a manufacturing environment. An external customer is typically interested in the product offering itself, not the internal processes the organization deploys to make the product available in the market. Hence as the product
serves the customer needs, it has to carry an external orientation, while processes, occur inside the organization, often without contact with the customer and hence, more internally oriented.