INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY
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Data de Publicação: | 2008 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por eng spa |
Título da fonte: | RAM. Revista de Administração Mackenzie |
Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68 |
Resumo: | No strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people´s relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirtyfive employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts. |
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INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANYMarketing interno e cultura organizacional: um estudo de caso em empresa de multi marcasNo strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people´s relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirtyfive employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts.Não há planejamento que sobreviva, dentro das organizações, a um organismo social sem espírito de equipe, iniciativa, ou atuando sem a definição de valores por seus dirigentes. Em suma, sem diretrizes que componham a sua cultura organizacional. A análise da cultura organizacional permite a identificação de disfunção nos fatores culturais que estão interferindo no clima organizacional e, por conseqüência, no relacionamento entre as pessoas, prejudicando sua produtividade e o bom andamento dos trabalhos. Este estudo objetivou examinar a contribuição da cultura organizacional ao desenvolvimento de programas de marketing interno, filosofia empresarial da área de marketing, buscando o comprometimento dos funcionários com as metas da organização. Como referencial da prática, baseou-se em estudo de caso realizado na Comercial Importadora Ltda., empresa de multimarcas, com 35 funcionários, localizada em Piracicaba – São Paulo. Como resultados, o estudo possibilitou uma análise de como a cultura organizacional contribui para o uso de técnicas de marketing interno, mostrando a aplicabilidade prática dos dois conceitos.PALAVAS-CHAVE: Marketing interno; Cultura organizacional; Diagnóstico.Editora Mackenzie2008-07-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/68Revista de Administração Mackenzie; Vol. 6 No. 1 (2005)Revista de Administração Mackenzie; Vol. 6 Núm. 1 (2005)Revista de Administração Mackenzie (Mackenzie Management Review); v. 6 n. 1 (2005)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/68https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/1978https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/1979Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessPizzinatto, Andrea KassoufPizzinatto, Nádia KassoufGiuliani, Antonio CarlosPizzinatto, Nivaldo Kassouf2011-01-14T20:11:18Zoai:ojs.editorarevistas.mackenzie.br:article/68Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:25.067451RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY Marketing interno e cultura organizacional: um estudo de caso em empresa de multi marcas |
title |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
spellingShingle |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY Pizzinatto, Andrea Kassouf |
title_short |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
title_full |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
title_fullStr |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
title_full_unstemmed |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
title_sort |
INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY |
author |
Pizzinatto, Andrea Kassouf |
author_facet |
Pizzinatto, Andrea Kassouf Pizzinatto, Nádia Kassouf Giuliani, Antonio Carlos Pizzinatto, Nivaldo Kassouf |
author_role |
author |
author2 |
Pizzinatto, Nádia Kassouf Giuliani, Antonio Carlos Pizzinatto, Nivaldo Kassouf |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Pizzinatto, Andrea Kassouf Pizzinatto, Nádia Kassouf Giuliani, Antonio Carlos Pizzinatto, Nivaldo Kassouf |
description |
No strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people´s relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirtyfive employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-07-23 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68 |
dc.language.iso.fl_str_mv |
por eng spa |
language |
por eng spa |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/68 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/1978 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/68/1979 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 6 No. 1 (2005) Revista de Administração Mackenzie; Vol. 6 Núm. 1 (2005) Revista de Administração Mackenzie (Mackenzie Management Review); v. 6 n. 1 (2005) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
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