In recent years, the business environment of banking sector has become very dynamic and highly competitive due to the globalization and massive developments in this sector. Also, the banking organizations have faced a lot of challenges. In order to deal with the business challenges and to attain the superior organizational performance, the banking organizations need to be strategically positioned, market oriented (both internally and externally) and to develop and encourage strong organizational culture. Drawing from the resource-based view (RBV) theory, this study aims to propose the novel conceptual model representing the impact of strategic attributes such as, strategic orientation, organizational culture and organizational internal market orientation on the organizational performance. This study also highlighted the critical role of these strategic attributes in the organizations and need to study them at the organizational level in the banking organization. Based on the review of relevant literature, three research propositions have been proposed. The proposed conceptual model would hopefully lead to very useful insights for the bank management, policy makers and future researchers.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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