Arnold, UlliBauer, András2015-11-112016-03-312015-11-112016-03-311988452986060http://nbn-resolving.de/urn:nbn:de:bsz:93-opus-103597http://elib.uni-stuttgart.de/handle/11682/8428http://dx.doi.org/10.18419/opus-8411This 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.eninfo:eu-repo/semantics/openAccessManagement , Marketing , Organisationstheorie330conferenceObject