Title
The Strategic Value of Culture: An Integrative Framework for the Role of Organizational Culture in Marketing Strategy
Document Type
Book Section
Publication Date
11-1-2019
Publication Title
Future-Focused Strategic Marketing
Publisher
Nova Science Publishers
First page number:
350
Abstract
The business world is changing rapidly, requiring organizations to be more competitive and customer-centric. Applied technologies have provided opportunities for nascent startups to disrupt established business models that hadn’t fundamentally changed for decades. Technologies now enable work to be separated from time and space. Technologies have also made certain occupations obsolete while creating new ones. In this changing landscape marked by hyper-competition, firms are looking for new ways to operate and manage their strategies in order to remain extremely agile, nimble, and customer-centric.
Keywords
Business and Economics, Marketing and Operations Management Research, Marketing and Sales, Social Sciences
Disciplines
Business | Marketing
Language
English
Repository Citation
Gustafson, B. M.,
Pomirleanu, N.
(2019).
The Strategic Value of Culture: An Integrative Framework for the Role of Organizational Culture in Marketing Strategy.
Future-Focused Strategic Marketing
350.
Nova Science Publishers.