A note on cultural consistency within the service firm: The effects of employee position on attitudes toward marketing culture |
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Authors: | Cynthia Webster |
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Institution: | (1) Mississippi State University, Mississippi, USA |
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Abstract: | This study represents the beginning of an exploration of the internal constraints and barriers that stand in the way of successful
strategy implementation within service organizations. A determination will be made if one of the internal constraints is perhaps
the lack of consistency among employees regarding marketing practices, attitudes, values, norms, and ideals.
Specifically, service firm employees’ attitudes toward their actual and ideal marketing culture were measured. Attitudinal
differences were examined between ground-level, middle-, and top-management employees from a cross-section of service industries.
Significant differences were found for a variety of marketing culture components. Many of the differences remained even after
removing possible effects of number of employees in the firm and age of the firm. Managerial implications are given. |
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Keywords: | |
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