NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REAd (Porto Alegre. Online) |
Texto Completo: | https://seer.ufrgs.br/index.php/read/article/view/42546 |
Resumo: | At present, companies must be prepared to cope with a turbulent business environment, where clients’ preferences are always changing. Marketing can be helpful in this task by creating and disseminating an organizational culture to facilitate the proper use of knowledge about market, in the sense of planning actions designed to guarantee competitive positions for the organization. Therefore, this article proposes a theoretical discussion on the adoption of the marketing philosophy from the organizational culture point of view and under the influence of national culture, approaching the main authors that studied these constructs and their inter-relations. Hence, an effort was made to contextualize some researches that sought to bring together the marketing area and the concept of organizational culture, as well as studies where one of the goals was to prove the influence of national culture upon organizational culture, and also the relationship of the latter with the marketing concept interpretation. |
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NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXTCULTURA NACIONAL Y CULTURA ORGANIZACIONAL EM EL CONTEXTO DE MARKETINGCULTURA NACIONAL E CULTURA ORGANIZACIONAL NO CONTEXTO DE MARKETINGMarketingOrganizational CultureNational CultureMarketingCultura OrganizacionalCultura NacionalMarketingCultura OrganizacionalCultura NacionalAt present, companies must be prepared to cope with a turbulent business environment, where clients’ preferences are always changing. Marketing can be helpful in this task by creating and disseminating an organizational culture to facilitate the proper use of knowledge about market, in the sense of planning actions designed to guarantee competitive positions for the organization. Therefore, this article proposes a theoretical discussion on the adoption of the marketing philosophy from the organizational culture point of view and under the influence of national culture, approaching the main authors that studied these constructs and their inter-relations. Hence, an effort was made to contextualize some researches that sought to bring together the marketing area and the concept of organizational culture, as well as studies where one of the goals was to prove the influence of national culture upon organizational culture, and also the relationship of the latter with the marketing concept interpretation.Actualmente, las empresas precisan estar preparadas para enfrentar un ambiente de negocios turbulento, donde las preferencias de los clientes están en constante evolución. El marketing puede ayudar en esa tarefa a través de la creación y diseminación de una cultura organizacional que facilite la utilización adecuada del conocimiento sobre el mercado, en el sentido de plantear aciones que garantizan una posición competitiva para la organización. En ese sentido, este artículo pretende discutir teoricamente la adopción de la filosofía de marketing a partir del punto de vista de la cultura organizacional y sob la influencia de la cultura nacional, abordando los principales autores que estudiaron estos constructos y sus interrelaciones. De esa forma, se procuró contextualizar algunas investigaciones que procuraron aproximar la area de marketing del concepto de cultura organizacional, así como estudios en que uno de los objetivos era comprovar la influencia de la cultura nacional sobre la cultura organizacional, así como la relación de esta con la interpretación del concepto de marketing.Atualmente, as empresas precisam estar preparadas para enfrentar um ambiente de negócios turbulento, onde as preferências dos clientes estão em constante evolução. O marketing pode ajudar nessa tarefa através da criação e disseminação de uma cultura organizacional que facilite a utilização adequada do conhecimento sobre o mercado, no sentido de planejar ações que garantam uma posição competitiva para a organização. Nesse sentido, este artigo pretende discutir teoricamente a adoção da filosofia de marketing a partir do ponto de vista da cultura organizacional e sob a influência da cultura nacional, abordando os principais autores que estudaram estes constructos e suas inter-relações. Dessa forma, procurou-se contextualizar algumas pesquisas que procuraram aproximar a área de marketing do conceito de cultura organizacional, assim como estudos em que um dos objetivos era comprovar a influência da cultura nacional sobre a cultura organizacional, assim como a relação desta com a interpretação do conceito de marketing.Universidade Federal do Rio Grande do Sul2013-09-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific Article;artículo científico;Avaliado pelos paresartigo científico;application/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42546Electronic Review of Administration; Vol. 10 No. 1 (2004): Edição 37 - jan/fev 2004Revista Electrónica de Administración; Vol. 10 Núm. 1 (2004): Edição 37 - jan/fev 2004Revista Eletrônica de Administração; v. 10 n. 1 (2004): Edição 37 - jan/fev 20041413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42546/26940Sartori Piatnicki Révillion, Anyainfo:eu-repo/semantics/openAccess2013-09-12T17:41:21Zoai:seer.ufrgs.br:article/42546Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-09-12T17:41:21REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT CULTURA NACIONAL Y CULTURA ORGANIZACIONAL EM EL CONTEXTO DE MARKETING CULTURA NACIONAL E CULTURA ORGANIZACIONAL NO CONTEXTO DE MARKETING |
title |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
spellingShingle |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT Sartori Piatnicki Révillion, Anya Marketing Organizational Culture National Culture Marketing Cultura Organizacional Cultura Nacional Marketing Cultura Organizacional Cultura Nacional |
title_short |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
title_full |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
title_fullStr |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
title_full_unstemmed |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
title_sort |
NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT |
author |
Sartori Piatnicki Révillion, Anya |
author_facet |
Sartori Piatnicki Révillion, Anya |
author_role |
author |
dc.contributor.author.fl_str_mv |
Sartori Piatnicki Révillion, Anya |
dc.subject.por.fl_str_mv |
Marketing Organizational Culture National Culture Marketing Cultura Organizacional Cultura Nacional Marketing Cultura Organizacional Cultura Nacional |
topic |
Marketing Organizational Culture National Culture Marketing Cultura Organizacional Cultura Nacional Marketing Cultura Organizacional Cultura Nacional |
description |
At present, companies must be prepared to cope with a turbulent business environment, where clients’ preferences are always changing. Marketing can be helpful in this task by creating and disseminating an organizational culture to facilitate the proper use of knowledge about market, in the sense of planning actions designed to guarantee competitive positions for the organization. Therefore, this article proposes a theoretical discussion on the adoption of the marketing philosophy from the organizational culture point of view and under the influence of national culture, approaching the main authors that studied these constructs and their inter-relations. Hence, an effort was made to contextualize some researches that sought to bring together the marketing area and the concept of organizational culture, as well as studies where one of the goals was to prove the influence of national culture upon organizational culture, and also the relationship of the latter with the marketing concept interpretation. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-09-10 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Scientific Article; artículo científico; Avaliado pelos pares artigo científico; |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/42546 |
url |
https://seer.ufrgs.br/index.php/read/article/view/42546 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/read/article/view/42546/26940 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Electronic Review of Administration; Vol. 10 No. 1 (2004): Edição 37 - jan/fev 2004 Revista Electrónica de Administración; Vol. 10 Núm. 1 (2004): Edição 37 - jan/fev 2004 Revista Eletrônica de Administração; v. 10 n. 1 (2004): Edição 37 - jan/fev 2004 1413-2311 1980-4164 reponame:REAd (Porto Alegre. Online) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
REAd (Porto Alegre. Online) |
collection |
REAd (Porto Alegre. Online) |
repository.name.fl_str_mv |
REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
ea_read@ufrgs.br |
_version_ |
1799766204157526016 |