Internal reward structures in firms are often integral parts of their
'culture', and are changed infrequently in comparison to decisions abo
ut e.g., prices. This paper investigates how this feature of firm orga
nization provides a mechanism through which product-market competition
affects firms' internal efficiency. The design of firms' internal org
anization is modeled as a choice of an incentive structure between a p
rincipal and an agent, with strategic implications for firm's competit
ive positions on the product market. It is shown that - contrary to po
pular beliefs - there may be a negative relation between the competiti
veness of the product market and effort incentives.