Corporate Culture: A positive correlate with marketing effectiveness
Date
1984-12
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Cranfield School of Management
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Working Paper
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Citation
D. Norburn, S. Birley and M. G. Dunn, Corporate Culture: A positive correlate with marketing effectiveness, Cranfield School of Management, SWP 85/07, December 1984
Abstract
This study tests the relationship between the Peters and Waterman cultural criteria of customers closeness and corporate values, to scales of marketing effectiveness as developed by Kotler. Analysis of data collected from 54 mid-American companies suggests a positive association. Marketing effective companies appear to have distinguishing cultural profiles when compared to marketing ineffective companies.
Description
Presented at Strategic Management Conference, Barcelona, Spain, October 1985