The market culture is not designed to generate loyalty, cooperation, or a sense of belonging to a social system. Members do not feel constrained by norms, values, or allegiance to an accepted way of doing and thinking. Hence, market culture does not exert a great deal of normative pressure on its members as there is little pressure from peers to conform to specific behavior or attitudes. Likewise, superiors are less effective as role models or mentors and have limited influence on subordinate rewards. Hence, this culture exerts less degree of informal control compared to formal control (Figure 4). Profitability, consistency, strength in market niches, sales growth and secure customer bases are primary objectives of the market culture organization. This is the best performing culture.