Introduction: Relationship Marketing and Organizational Culture—An Inter-organizational Perspective

  • Fabiano LarentisEmail author
  • Claudia Simone Antonello
  • Luiz Antonio Slongo


Organizations engaged in relationship marketing practices deal with market needs jointly, searching for value, cocreation and mutual benefits. However, is it possible that a culture that arises in an intersection of organizational cultures is dependent on relationships? Stemming from a study that investigated with a qualitative approach the emergence and development of an inter-organizational culture in a Brazilian context, in this chapter, we present some underlying concepts related to relationship marketing and organizational culture, along with some findings from our research. We conclude by discussing the definition of inter-organizational culture, in which symbols and meanings, beliefs and values of people from different companies interact.


Relationship marketing Organizational culture Inter-organizational relationships Inter-organizational culture 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Fabiano Larentis
    • 1
    • 2
    Email author
  • Claudia Simone Antonello
    • 3
  • Luiz Antonio Slongo
    • 4
    • 5
    • 6
  1. 1.Universidade Federal do Rio Grande do SulPorto AlegreBrazil
  2. 2.Management Graduate ProgramUniversidade de Caxias do SulCaxias do SulBrazil
  3. 3.Universidade Federal do Rio Grande do SulPorto AlegreBrazil
  4. 4.Universidade de São PauloSão PauloBrazil
  5. 5.Marquette UniversityMilwaukeeUSA
  6. 6.Management Graduate ProgramUniversidade Federal do Rio Grande do SulPorto AlegreBrazil

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