Corporate Culture in Relationship Marketing
Abstract
Objective : To study and review an article that focuses on the corporate culture in relationship marketing. (The role of corporate culture in relationship marketing – Ilesias.O et.al, 2009)
Methodology : The paper used a qualitative methodology involving interviews of related personnel. The interviews were then analyzed throught the grounded theory method.
Conclusion : It was learnt that there are two key values that are needed to put relationship marketing in effect, which are client orientation and high degree of concern for employees. It was also found that there are six other values named trust, commitment, teamwork, innovation, flexibility and results orientation that also help facilitate the instillation of relationship marketing.
Research limitations/implications : The research paper provided insights into the role of corporate culture in relationship marketing. It did not actually have a statistical study but had a qualitative approach.
Paper type : Literature Review
Introduction
The Relationship Marketing concept was one of the most popular concepts during the 1980’s and 1990’s (Little and Marandi, 2003). This concept provided a paradigm shift in marketing theory and practice from the traditional transactional approach (Igelias.O et al, 2009; Buttle, 1996; Gronroos, 1997). According to the literature, it states that to succesfully implement and execute a relationship marketing orientation, it is necessary to first instill and develop a corporate culture (Gronroos, 1997; Iglesias.O et.al; 2009).
The paper is an in depth analysis of the corporate culture of a relationship marketing oriented company. The methodology is qualitative and fieldwork is done by 58 in-depth interviews on three case studies.
Literature Review
Relationship Marketing
Previous marketing concepts were traditional and based upon a transactional type of approach. Using the marketing mix concept, more useful tools were brought in to market the mass consumer goods,
Objective : To study and review an article that focuses on the corporate culture in relationship marketing. (The role of corporate culture in relationship marketing – Ilesias.O et.al, 2009)
Methodology : The paper used a qualitative methodology involving interviews of related personnel. The interviews were then analyzed throught the grounded theory method.
Conclusion : It was learnt that there are two key values that are needed to put relationship marketing in effect, which are client orientation and high degree of concern for employees. It was also found that there are six other values named trust, commitment, teamwork, innovation, flexibility and results orientation that also help facilitate the instillation of relationship marketing.
Research limitations/implications : The research paper provided insights into the role of corporate culture in relationship marketing. It did not actually have a statistical study but had a qualitative approach.
Paper type : Literature Review
Introduction
The Relationship Marketing concept was one of the most popular concepts during the 1980’s and 1990’s (Little and Marandi, 2003). This concept provided a paradigm shift in marketing theory and practice from the traditional transactional approach (Igelias.O et al, 2009; Buttle, 1996; Gronroos, 1997). According to the literature, it states that to succesfully implement and execute a relationship marketing orientation, it is necessary to first instill and develop a corporate culture (Gronroos, 1997; Iglesias.O et.al; 2009).
The paper is an in depth analysis of the corporate culture of a relationship marketing oriented company. The methodology is qualitative and fieldwork is done by 58 in-depth interviews on three case studies.
Literature Review
Relationship Marketing
Previous marketing concepts were traditional and based upon a transactional type of approach. Using the marketing mix concept, more useful tools were brought in to market the mass consumer goods,