Abstract
Contemporary work on marketing management is grounded implicitly in a structural functionalist or contingency perspective of organizational functioning. However, the field of organizational behavior from which such a perspective derives has recently developed a major thrust into theoretical modeling and empirical research on organizational culture. The authors survey this emerging literature on organizational culture, integrate it in a conceptual framework, and then develop a research agenda in marketing grounded in the five cultural paradigms of comparative management, cohtingency management, organizational cognition, organizational symbolism, and structural/psychodynamism.
Keywords
Organizational studiesOrganizational commitmentOrganizational cultureOrganizational engineeringContingencyOrganizational behavior and human resourcesSociologyOrganization developmentPerspective (graphical)Organizational learningKnowledge managementContingency theoryPublic relationsPolitical scienceEpistemologyComputer science
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Publication Info
- Year
- 1989
- Type
- article
- Volume
- 53
- Issue
- 1
- Pages
- 3-15
- Citations
- 749
- Access
- Closed
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Cite This
Rohit Deshpandé,
Frederick E. Webster
(1989).
Organizational Culture and Marketing: Defining the Research Agenda.
Journal of Marketing
, 53
(1)
, 3-15.
https://doi.org/10.1177/002224298905300102
Identifiers
- DOI
- 10.1177/002224298905300102