Organizational Culture and Marketing: Defining the Research Agenda

Contemporary work on marketing management is grounded implicitly in a structural functionalist or contingency perspective of organizational functioning. However, the field of organizational behavior from which such a perspective derives has recently developed a major thrust into theoretical modeling and empirical research on organizational culture. The authors survey this emerging literature on organizational culture, integrate it in a conceptual framework, and then develop a research agenda in marketing grounded in the five cultural paradigms of comparative management, cohtingency management, organizational cognition, organizational symbolism, and structural/psychodynamism.

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