Market orientation is recognized as a central marketing construct that influences business success. However, little is known about how market orientation is transferred within a company and what impact this has on customers and ultimately on business success. Based on selected theoretical concepts, Florian Kraus develops a research model comprising four levels of investigation to analyze the transfer of market orientation across different hierarchical levels and its impact on customers. Through a large-scale multilevel analysis, he empirically tests his model using a real sales system as an example. The data foundation for this consists of extensive surveys of top managers, sales managers, customer contact employees, and customers. The insights gained lead to the derivation of specific recommendations for action for companies.