Abstract
Several articles in the marketing literature have generated interest in the culture that organizations cultivate and maintain (Desh-pande and Webster 1989; Deshpande, Farley and Webster 1993; Webster 1991; Webster 1990). Of specific interest to marketing scholars and practitioners is a culture that will "put the customer in the center of the firm’s thinking about strategy and operations" (Deshpande and Webster 1989, p. 3).
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References
Jaworski, Bernard J. and Ajay K. Kohli. 1993. "Market Orientation: Antecedents and Consequences." Journal of Marketing 57 (3): 53–70.
Venkatraman, N. 1989a. "The Concept of Fit in Strategy Research: Toward Verbal & Statistical Correspondence." Academy of Management Review 35 (Aug.): 942–962.
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Conrad, C.A., Harmon, H., Brown, G. (2015). Marketing Culture and Strategy: An Assessment of Strategic Coalignment. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_39
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DOI: https://doi.org/10.1007/978-3-319-13144-3_39
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