Surviving in an increasingly competitive market is a major challenge for any organization. Within the wide spectrum of company actions aimed at increasing their competitive opportunities is the analysis of factors which influence the organizational culture and how this determines their market orientation. Thus, it is fundamental to highlight the importance of the analysis of personal values of organizational managers, as formative influences on the culture of the organizational strategy. As a result of the above statements, it is argued that analyzing the level of market-focus of companies in the light of the personal values of the managers can provide greater knowledge of management style, enabling an increase in competitiveness of the organizations which took part in this study. This study used a descriptive research design with a sample of 108 executives from industries in the central region of the State of Rio Grande do Sul. The results indicate that personal values are formative influences on the level of market-focus for all the companies in the sample.