Running head: Measurement Instruments 1 Measurement Instruments 2 Measurement Instruments and Variables Relationship Students Name University Affiliation Professor’s Name Introduction The goal and objective of almost all companies is to become and remain successful throughout the life cycle of the business. Success determined within a business can be measured through company performance for instance in sales, profitability, revenue indexes, return on investment and also through innovation that a company can attribute as an achievement or advancement in the field they operate in. Performance and innovation are the two main key indicators of success or failure of any business. The current trend right now is that companies are investing a lot of resources to ensure they optimize and increase their innovative and performance indexes. One way this can be done is through ensuring the organizational culture is outstanding and the understanding of the market demand is well understood. My hypothesis Market demand is usually the collective individual demand for products (either goods or services) that occurs within a given market. This is basically one of the drivers of the demand-supply market mechanism, where market demand is where buyers or customer or clients of a particular good or services collectively can have an impact on the supply of these goods and services. This will mean when the demand of certain products that a business is risen then the general performance, profitability and customer flow within the business is also risen and the vice versa is true if it drops then performance drops. On innovation market demand has a degree of influence that is demand for a service or product can drive a company to become more innovative or inventive to come up with solutions or products that can satisfy the current demand for the particular product. Organization or organizational culture basically involves the inner environment, set up and culture of an organization. Basically the organizational culture is the policies, beliefs, core values, moral compass and the assumptions or standards in which a company conducts its daily business activities. This will dictate how a company interacts with its employees, customers, rivals and the law. It also can dictate a company’s working environment. Companies’ culture is usually defined and implemented in their company policy and enforced by the human resource department. A company that has exceptional business standards and ways of operating usually build a good reputation which attracts customers, also a working environment usually filled with morale and positive vibes can significantly improve the output of e.