ORGANISATIONAL CULTURE AND EFFECTIVE LEADERSHIP AS DETERMINANTS FOR MARKET SHARE PERFORMANCE WITHIN THE FUNERAL SERVICES INDUSTRY IN ZIMBABWE

Abstract Funeral services firms are now regarded as strategic actors in ensuring availability of suitable facilities, guiding families through the necessary steps, and providing the resources needed to carry out rites. As market share performance is considered a key enabler of their competitiveness, identifying determinants of their market share performance cannot be over emphasized. In light of this, the purpose of this current study was to see how organisational culture and effective leadership are determinants of market share performance. The study adopted the survey method and collected data from 360 managerial employees using questionnaires. Data was analysed using structural equation modeling in AMOS. Results revealed that organizational culture and effective leadership were positively related to market share performance. Practical, theoretical and implications for future studies were also given.