This paper explores the various aspects of marketing and company culture and how both are interrelated within a functioning organization. Specifically, focus will be placed on the definition of company culture, the definition of marketing, how company culture and marketing are related, implementing both effectively, and finally a discussion of companies with excellent cultures.
First, in order to have a complete understanding the relationship between marketing and company culture, one must know how company culture is defined. According to Leo Sin and Alan Tse, “Corporate culture has been defined as patterns of shared values and beliefs over time which produce behavioral norms that are adopted in solving problems” (295). Additionally, Debra Nelson and James Quick define organizational (corporate) culture as, “A pattern of basic assumptions that are considered valid and that are taught to new members as the way to perceive, think, and feel in the organization” (556). Furthermore, company culture is important because it facilitates higher efficiency, communication and collaboration between employees (Sathe, 9). In summary, the culture of an organization describes and determines how an organization and its employees will function in various situations.
Beyond a definition of corporate culture, one also needs to look at how a company functions from a marketing perspective. According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (1). It can be seen clearly from this definition that marketing cannot be contained to merely advertising or a str...
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...appos is another company recognized for a great culture and customer service. They have concentrated on maintaining the customer-centric view by pushing their marketing budget into developing customer service oriented culture and employees (Mickiewicz, 1). Both organizations have an understanding of the necessity of employee development and taking the viewpoint of the customer as Richard Drucker suggests.
Through this research it can concluded that company culture not only affects and defines the company and the employees but marketing strategy as well. Furthermore, it would be beneficial to marketers and company executives alike for additional research to be conducted about how marketing can drive company culture and vice versa. However the empirical evidence of the numerous companies that already demonstrate excellent corporate culture and strategic marketing.
Implementing factors provides an overall corporate strategy meaning, helping an organisation strive towards achieving company goals (Thomas, 2013). To develop new strategies, market research would have to be carried out both from primary and secondary sources about what consumers would favour in terms of product and service provision (Ebert, Griffin, 2011). Therefore, a market orientated culture is integrated in businesses to focus solely on customers opinions of their products and services to gain a competitive advantage( Slater and Narve, 1995).Market orientation has a direct correlation with improving performances of companies, due to a central role of customers, helping develop existing strategies (Slater and Narve, 1995). Furthermore, demographic and geographic variables could help businesses decide which area is a priority to co...
A good culture is an important factor in a successful business. If a company has a good culture, it can significantly affect not only the employee’s performance, but the performance of the company as a whole. Most companies these days already have a defined culture. For example, Wal-Mart’s culture is that they strive for excellence by having “everyday low prices.” They set their culture of excellence and then work as a team to achieve that. With FedEx, it is “quality driven management,” meaning that FedEx’s main focus is on conducting management that drives high quality. There are many different concepts/values of culture that will be discussed in this paper: individualism vs. collectivism, power
When an organization decides that it needs to be the best in the world that organization hunts for the best employees the world has to offer in order to get the job done. The organization knows it will require a good set of guidelines to maintain a high standard of excellence as well as qualified employees that are willing to abide by these guidelines. The organization will need good leadership to help the employees see the vision the organization is setting forth; the leaders will need qualified managers that will encourage the dream. This is the normal process for just about any business and in most cases the business will make good of its goal. It is the success of an organization that makes the rest of the world, the consumer, view it in a manner that gives the organization a solid foundation and respect. The respect earned by a successful organization isn’t gained by the products they produce alone, but other factors that consumers can relate too. Those hidden qualities of humanity, whether it’s feeding the hungry or benefiting the need of science to find a cure for Aids, is the forefront of the organizations success in building a strong link to culture. How does culture fit into the design of an organization, what purpose does it serve? Does an organization need the fundamentals of culture to become successful? This paper will examine the organizational culture of such a company, Verizon. The paper will discuss the responsibilities of leadership in creating a healthy organizational culture, the roles managers and leaders play as well as the four functions of management; planning, organizing, leading, and controlling as it relates to the support of the organizations culture....
The essay will describe the concept of organizational culture and national culture. In the course of trying to describe both types of culture; subcultures and socialization examples will be discussed. A few real world examples will be mentioned in an attempt to further explain the topics in the essay. There are many similarities to how organizations and nations are structured and shaped by culture. The concept of cross-cultured management and multinational corporations are also a concept that organizations use to explain the behavior of their culture. Finally the essay will discuss how organizational and national cultures are interrelated. The interrelationship can be explained in the cultural dimensions and how the influence behavior and management.
Organizational cultural is the system of shared beliefs and values that develops within an organization and guides the behavior of its members, while organizational structure is an expression of social and economic principles of hierarchy and specialization (Kinicki, 2015). Both the culture and the structure of an organization are important things for management to understand in order to successfully set and achieve an organization’s goals. Companies who excel in highly competitive fields can attribute their successful economic performance to a cohesive corporate culture that increases competiveness and profitability. This culture is best utilized in an organization that has the necessary structure to allow its employees to coordinate their
Organizational culture is imperative to the success of the organization. The strength and core values of the organization is supported by the organizational culture. This allows for organization to operate in a specific manner that is specific to that organization and can pave the path for success. Company founders are passionate about their vision and mission and they elude that passion into their employees. When that passion and mission is successfully implied to the employees the company strives in it 's path to success.
Culture is the practices and values shared by a group of people. Companies that have good cultures attract good people. The company culture should be one of inclusion and participation. The culture should be one that welcomes diversity and one that values the opinions of their employees.
Culture can be defined as “A pattern of basic assumptions invented, discovered or developed by a given group as it learns to cope with its problems of external adaptation and internal integration that has worked well enough to be considered valid, and therefore to be taught to the new members as the correct way to perceive, think and feel in relation to those problems”. Schein (1988). Organizational culture can be defined as a system of shared beliefs and values that develops within an organization and guides the behavior of its members. It includes routine behaviors, norms, dominant values, and feelings or climates. The purpose and function of this culture is to help foster internal integration, bring staff members from all levels of the organization closer together, and enhance their performance.
Culture is “a system of shared beliefs and values that develops within an organisation and guides the behaviour of its members” (Schermerhorn et al. 2011). It plays an important role in any organisation. For instance, in Woolworths we can se...
This essay gives a basic idea of what organizational culture is, and emphasis on the controversial issues of managing organizational cultures. As there are various definitions for organizational culture, and none of them are universally agreed. Therefore, for an easier understanding by readers, the definition of organizational culture given in this essay focusing on levels of culture, and will be discussed t together with Schein's(1983) framework. Before talking about managing organizational cultures, the types will be introduced first. Because, there are some descriptions about managing different types of organizational cultures, in the following content.
There is have many country in this world were implement the culture element in their business activities. This is because of culture can influence those business activities perfomance. It is including to the comparative culture that works with a plurality of methods and approaches. Actually the comparative cultural is a contextual approach to the study of culture which is taking place in the global and inter-cultural context. Other than that, the theoretical and methodological framework for a comparative study of culture built on principles borrowed from the discipline of comparative literature and cultural studies. As well as the study were from diverse traditions of thought, such as literary and cultural theory, (radical) constructivism, communication theories and systems theory. Also in comparative cultural studies focus on cultural theory and methods, and applications.
Corporate culture is the shared values and meanings that members hold in common and that are practiced by an organization’s leaders. Corporate culture is a powerful force that affects individuals in very real ways. In this paper I will explain the concept of corporate culture, apply the concept towards my employer, and analyze the validity of this concept. Research As Sackmann's Iceberg model demonstrates, culture is a series of visible and invisible characteristics that influence the behavior of members of organizations. Organizational and corporate cultures are formal and informal. They can be studied by observation, by listening and interacting with people in the culture, by reading what the company says about its own culture, by understanding career path progressions, and by observing stories about the company. As R. Solomon stated, “Corporate culture is related to ethics through the values and leadership styles that the leaders practice; the company model, the rituals and symbols that organizations value, and the way organizational executives and members communicate among themselves and with stakeholders. As a culture, the corporation defines not only jobs and roles; it also sets goals and establishes what counts as success” (Solomon, 1997, p.138). Corporate values are used to define corporate culture and drive operations found in “strong” corporate cultures. Boeing, Johnson & Johnson, and Bonar Group, the engineering firm I work for, all exemplify “strong” cultures. They all have a shared philosophy, they value the importance of people, they all have heroes that symbolize the success of the company, and they celebrate rituals, which provide opportunities for caring and sharing, for developing a spiri...
The concept of organizational culture is one of the most debated topics for researchers and theorists. There is no one accepted definition of culture. People even said that it is hard to define culture and even more change it. It is considered a complex part of an organization although many have believed that culture influences employee behavior and organizational effectiveness (Kilmann, Saxton, & Serpa 1985; Marcoulides & Heck, 1993; Schein, 1985a, 1990).
Organizational culture is the key to organizational excellence and leadership is a function to create and manage culture (Chen 1992). Organizational researchers have become more aware of the importance of understanding and enhancing the cultural life of the institution. "This study is one of a group of companies with high-performance in North America, interest in organizational culture is an important element in organizational success. Tesluk et al (1997). Looking at the" soft "of the organization, the researchers claim that" the organizational culture may be suitable for a means to explore and understanding of life at work, and make them more humane and more pronounced (Tesluk et al, 1997), and the graves (1986) also stressed the importance of corporate culture, and the need for research strategies and methods of investigating the various elements and processes of the organizational culture. He argued the culture that meets the basic needs of belonging and security in an attempt to describe this gathering that culture is "the only thing that distinguishes one company from another gives them coherence and self-confidence and rationalises the lives of those who work for it. Standard that may seem random, is to enhance the life to be different, and safe to be similar, and culture is a concept that provides the means to achieve this compromise (p. 157).
Organisational culture is one of the most valuable assets of an organization. Many studies states that the culture is one of the key elements that benefits the performance and affects the success of the company (Kerr & Slocum 2005). This can be measured by income of the company, and market share. Also, an appropriate culture within the society can bring advantages to the company which helps to perform with the de...