Purpose – The aim of the present research is to assess and analyze the processes of change in transport organization based on a market orientation sense. The objective is to explore the antecedents, processes and consequences during the organization changes following the teleology theory. This research addresses two questions: how policy influences transport organization in proceeding market-oriented changes; and how such organization maintains market-oriented changes. The analyze dimensions include four dependent stages: initiation, reconstitution, institutionalization, and maintenance.  

Design/methodology/approach – The paper adopted an in-depth single case study of Changzhou Transit Group in China. The case study method is adopted to have deeper understanding of the market orientation in relationship with service performance.

Findings – This study reveals that a market orientation is related to top management emphasis, policy guidance, interdepartmental conflict and connectedness, reward system orientation and public acceptance. Furthermore, this study suggests the market orientation is related to the social-political environment, organization performance, employees’ organizational commitment, and organization culture.  

Research limitations – This paper is research as a single case study where the empirical results could not inductive into a generative scope.

Practical implications – This research suggests that a market orientation may or may not be very desirable for a public organization, depending on the nature of its supply and demand side factors. Moreover, this research explores that the factors can be expected to foster or discourages to a market orientation. These factors mainly controlled by the managers and in turn could be useful for the improvement of market orientation changes.

Originality/value – The paper offers new insights into how organizations develop a greater market orientation, organizational change, and the nature of market orientation, involving the intra-organizational power and organizational learning in creating and maintaining market orientation.