A Subcultural Analysis of the Brazilian Knowledge Industry: When Nation,Industry, and Organizational Cultures Collide

ABSTRACT

This exploratory research seeks to better understand the relationship between national and industry culture, concentrating particularly on the case of the Brazilian knowledge industry. Perceptions of real and ideal corporate values were obtained from 98 professional and managerial staff from Brazil and 40 from the United States. The results were also compared to those of a multi-industry Brazilian sample reported in Nelson and Gopalan (2003 Nelson , R. E. , and Gopalan , S. ( 2003 ). “Do Organizational Cultures Replicate National Cultures?” Organization Studies , Vol. 4 , pp. 115 – 152 . [Google Scholar]). The Brazilian knowledge industry respondents' view of their organizational culture was much more favorable than the US knowledge industry respondents' perceptions. The Brazilian knowledge industry sample also contained unique subcultures that varied by employment regime and favorably reflected on the industry's ability to adapt to modern trends. This configuration of results does not clearly favor any of the major theories of organizational culture but suggests a complex pattern of interaction between country, industry, industry position, and employment regime. The results do, however, suggest that interaction effects of country by industry may be much stronger than the main effects of either industry or nation.     

Effect of community relationship management,relationship marketing orientation,customer engagement,and brand trust on brand loyalty: The case of a commercial bank in Thailand

Business uncertainty due to the COVID-19 pandemic has brought financial and banking industries under stress. This study examines brand loyalty (BL) in the Thai banking industry by integrating community relationship management (CoRM) (4Cs model), relationship marketing orientation (RMO), customer engagement (CE), and brand trust (BT). It analyzes how a Thai commercial bank used four success factors to create new client acquisition, business efficiency, long-term relationships, and BL. We use quantitative data and structural equation modeling (SEM) to identify variables influencing the BL of 1650 customers of a Thai commercial bank. We found CoRM and RMO's key success factors indirectly affected BL by mediating CE and BT. These results may improve sustained performance effectiveness in the banking industry now and in the future.