Within environments exhibiting high uncertainty and rapid change, traditional bureaucratic modes of control through market and hierarchy cultures are not effective because rational economic decision making and opportunistic behavior do not apply to such markets the characteristics of an adhocracy culture (i.e., flexibility, spontaneity, individual initiative, and market responsiveness he more informal adhocracy culture encourages greater horizontal communication and cooperation among organizational members, allowing for collaborative communication (Brown & Starkey, 1994) and participation in decision-making