Online from: 1967
Subject Area: Marketing
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|Title:||The role of corporate culture in relationship marketing|
|Author(s):||Oriol Iglesias, (ESADE – Universitat Ramon Llull, Barcelona, Spain), Alfons Sauquet, (ESADE – Universitat Ramon Llull, Barcelona, Spain), Jordi Montaña, (ESADE – Universitat Ramon Llull, Barcelona, Spain)|
|Citation:||Oriol Iglesias, Alfons Sauquet, Jordi Montaña, (2011) "The role of corporate culture in relationship marketing", European Journal of Marketing, Vol. 45 Iss: 4, pp.631 - 650|
|Keywords:||Modelling, Organizational culture, Relationship marketing|
|Article type:||Research paper|
|DOI:||10.1108/03090561111111361 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The role of corporate culture in relationship marketing is significantly under-researched, although there is evident consensus in the literature about the importance of this topic. The purpose of this paper is to present a model for the corporate culture of a relationship-marketing-oriented company.
Design/methodology/approach – A qualitative methodology involving 58 in-depth interviews that were analysed and interpreted from a grounded theory standpoint was adopted in order to build a conceptual model.
Findings – The two key shared values required to successfully put relationship marketing into effect are client orientation and a high degree of concern for employees. Furthermore, another six shared values (trust, commitment, teamwork, innovation, flexibility, and results orientation) also seem to facilitate the development of a relationship marketing orientation.
Research limitations/implications – Although the research methodology is qualitative and does not allow statistical generalisation, the study provides valuable insights into the role of corporate culture in relationship marketing.
Practical implications – The paper offers a guide to the values that should be developed in order to be able to put a relationship marketing orientation successfully into effect.
Originality/value – The paper proposes a model for the corporate culture of a relationship- marketing-oriented company.
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