The Influence of Innovative Organizational Culture on Marketing Strategy Formulation and Results

ABSTRACT

This article's objective is to analyze the influence innovative organizational culture has on marketing strategy formulation and results, and how this relationship affects organizational performance. The theoretical basis lies in Menon et al.'s (1999 Menon , A. , Bharadwaj , S. G. , Adidam , P. T. , and Edison , S. W. ( 1999 ). Antecedents and consequences of marketing strategy making: A model and a test . Journal of Marketing , 63 , 18 – 40 .[Crossref], [Web of Science ®] , [Google Scholar]) model. The methodology included a survey with medium to large Brazilian companies in different sectors. The final sample consisted of 153 questionnaires that were valid for analysis. Techniques for statistical analysis including singular and multivariate methods were used, from which the relationships between constructs were established by structural equation modeling. Results show a positive relationship between innovative organizational culture, the marketing strategy process, and organizational performance. However, innovative culture does not have a direct influence on performance.     

The impact of technology on the Arab communication style and culture: Implications for marketing

‘Culture is communication and communication is culture,’ as Hall (1976, Beyond culture, Garden City, NY: Anchor Books, Doubleday) reminds us. The main purpose of this paper was to assess the impact of technology on the Arab communication style. The Internet is a unique environment with particular characteristics that might cause shifts in people's communication styles. The setting/context of online communication is very different from face-to-face communication and thus assumptions about communication styles need to be reexamined. The data analysis indicates that significant changes to the Arab culture are taking place and these changes are likely to have an impact on marketing practices in the region.     

Current and Desired Employee Communication Patterns in Sub-Saharan Africa: Empirical Evidence on Four Ghanaian Organizations

In this study, the author explores employees' expectations of organizational communication patterns including internal communication behavior in organizations. In-depth interviews of employees and managers were used as data from four Ghanaian organizations. Results show that employees want a change from the current pattern of overcentralized communication system in organizations to a more horizontal interpersonal communication. Findings also show the importance of effective and interpersonal communication as processes that can affect employees' attitude to work. Additionally, results show that aspects of national culture, structures and systems, and management practices influence the pattern of communication in organizations. The results suggest that work organizations would thrive only if both managers and employees work collectively as a team and understand each other through effective communication media institutionalized in the various organizations.     

城市创新文化建设的国际比较分析

以东京、巴塞罗那和曼彻斯特三个典型的创新型城市为对象,从环境条件(可视层)、制度行为(制度层)和价值理念(精神层)三个层面对其城市创新文化建设进行了比较分析。得出对我国创新型城市创新文化建设的启示:从传统文化中汲取养分,倡导创新观念、营造创新氛围;规划文化发展,整合创新资源,培养、引进各类优秀人才;完善创新机制,激发创新活力。     

基于传统水乡农业文化的现代旅游区景观分析

在斗门灯笼水乡的设计中,综合利用并深度挖掘斗门区内水乡农业文化资源内涵,弘扬水乡农业文化,将乡土农业景观文化与人工景观有机生态结合,这种基于传统水乡农业文化的现代旅游区景观,将民俗文化作为农业景观的底蕴,开阔出乡土农业文化的现代旅游区新景观。     

略谈南蛮文化对楚文化的影响

楚文化的形成与发展,得益于楚族迁居江汉平原后对苗蛮土著文化的吸收和融合。潜入历史深处的“三苗”文化的遗存,“山地文化”所铸造的“南蛮特性”,以及蛮夷土著崇尚巫教的生态文化环境等,都对楚文化特质的形成产生了持久而深远的影响。屈原对南方土著巫鬼文化的吸收和改造,更是一种自觉而明确的“寻根”意识。     

基于DEA的文化产业投入与产出效率趋势实证研究——以江苏20042010年文化产业投入产出数据为例

本文应用DEA评价方法,依据江苏文化产业2004--2010年投入与产出数据,对江苏文化产业发展的效率趋势进行了分析测算。研究表明,江苏文化产业发展总体效率较高,个别年份发展不平衡,出现投入与产出不相匹配。文化产业发展不仅需要增加要素投入,还应该在增加产业投入的同时优化资源配置。必须依靠技术进步提高文化资源的利用效率,从而达到投入与产出的最佳匹配状态,取得相对较高的发展效率。     

云南文化产业与旅游产业藕合发展研究

文化与旅游业的耦合发展已经成为趋势。云南文化产业借旅游扩大知名度,旅游产业借文化提升品位,实现了文化产业与旅游产业的耦合发展。针对云南文化产业和旅游产业耦合发展面临的环境、机制、人才、创意和企业等难题,可通过改善环境质量、创新耦合机制及加大复合型人才培养等途径为产业耦合发展提供外部保障,同时通过强化产品开发和营销创意及提升耦合企业竞争力等途径为耦合发展提供内部动力。     

西南地区民族文化旅游演出发展途径研究

旅游演出是西南地区文化产业与旅游产业实现耦合升级的关键。气候条件、游客规模、民族文化和政府支持等要素都是西南地区旅游演出发展的重要动力机制,其中独具特色的文化资源是产业发展的关键;产品的创意开发、运作机制的科学灵活和体制机制的不断创新等的有机结合,是西南地区旅游演出产业运营成功的主要途径。针对西南地区旅游演出面临的制约因素,可从产品定位、演出品牌打造、运作模式创新、规划和引导及扶持政策等方面人手解决,最终实现西南地区旅游演出的产业升级。     

基于多因素思考的山东省企业员工公平感分析

在群情反映社会不公平的时代背景下,调查却发现山东省企业员工公平感相对较高,此结果与近年来国内诸多社会公平调查结果不甚一致。针对这一调查结果,文章分别从调查实施、公平参照系、公平差别阈控制、地域文化、政府政策和组织内部管理六个方面进行了原因探析。