The Influence of Innovative Organizational Culture on Marketing Strategy Formulation and Results |
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| Authors: | Ana Maria Machado Toaldo Fernando Bins Luce |
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| Institution: | 1. Post Graduate Program of Business Administration , Faculty of Applied Social Sciences, Federal University of Paraná , Curitiba , Brazil;2. Post Graduate Program of Business Administration , Federal University of Rio Grande do Sul , Porto Alegre , Brazil |
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| Abstract: | 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. |
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| Keywords: | innovative culture marketing strategy process organizational performance |
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