Shared organizational values: Measurement and impact upon strategic marketing implementation |
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Authors: | Gordon J Badovick Sharon E Beatty PhD |
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Institution: | (1) University of Oregon, Oregon, USA;(2) University of Alabama, Alabama, USA |
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Abstract: | The concept of shared organizational values and its impact upon successful marketing strategy implementation are discussed.
The need to measure the degree to which values within the organization are shared is stressed. A method to quantitatively
measure the degree of value congruency and the strength of value consistency is proposed. An exploratory, empirical study
is presented in which organization values are measured and found to impact upon strategy implementation. |
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