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http://dx.doi.org/10.18419/opus-8411
Autor(en): | Arnold, Ulli Bauer, András |
Titel: | Organisational culture and marketing efficiency |
Erscheinungsdatum: | 1988 |
Dokumentart: | Konferenzbeitrag |
Erschienen in: | The 41st E.S.O.M.A.R. Marketing Research Congress : Lisbon, 4th-8th September 1988. Special sessions. Amsterdam : European Society for Opinion and Marketing Research, 1988, S. 1-22 |
URI: | http://nbn-resolving.de/urn:nbn:de:bsz:93-opus-103597 http://elib.uni-stuttgart.de/handle/11682/8428 http://dx.doi.org/10.18419/opus-8411 |
Zusammenfassung: | This paper discusses the significance of various theoretical and methodological approaches to the concept of organizational culture with respect to the marketing activities of a company. Emphasis is placed on the marketing staff's function as a link between the cultures within and outside of the organization. The currently popular view of organizational culture as a new management tool is criticized; it is shown that the assumptions which underly this research practice do not meet scientific standards. The reason for this is that culture is assumed to be different for every organization; this would imply that cross-organizational and even cross-situational comparisons could not be made and results could never be generalized. Alternative methodological approaches are discussed with respect to their practicability in today's markets. |
Enthalten in den Sammlungen: | 15 Fakultätsübergreifend / Sonstige Einrichtung |
Dateien zu dieser Ressource:
Datei | Beschreibung | Größe | Format | |
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arn44.pdf | 11,67 MB | Adobe PDF | Öffnen/Anzeigen |
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