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Authors: Arnold, Ulli
Bauer, András
Title: Organisational culture and marketing efficiency
Issue Date: 1988 Konferenzbeitrag 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
Abstract: 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.
Appears in Collections:15 Fakultätsübergreifend / Sonstige Einrichtung

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