Corporate Culture and Business Performance in Marketing Organisations

ABSTRACT - Is there a link between corporate culture and organizational performance? Academics and executives strongly believe there is. This empirical investigation examines the impact of corporate culture types on business performance in a cross-section of marketing organizations in the United States. Data were collected by a mail survey of marketing professionals. The corporate culture typology framework was adapted from Cameron and Freeman (1991) and business performance measure was adapted from Deshpande, Farley and Webster (1993). Results indicated that although the predominant culture type was market, all organizations possessed attributes of several cultures. More importantly, corporate culture types lacked significant discriminatory power in classifying high and low performance firms.



Citation:

Daulatram B. Lund (2001) ,"Corporate Culture and Business Performance in Marketing Organisations", in AP - Asia Pacific Advances in Consumer Research Volume 4, eds. Paula M. Tidwell and Thomas E. Muller, Provo, UT : Association for Consumer Research, Pages: 114.

Asia Pacific Advances in Consumer Research Volume 4, 2001      Page 114

CORPORATE CULTURE AND BUSINESS PERFORMANCE IN MARKETING ORGANISATIONS

Daulatram B. Lund, University of Nevada-Reno, USA

ABSTRACT -

Is there a link between corporate culture and organizational performance? Academics and executives strongly believe there is. This empirical investigation examines the impact of corporate culture types on business performance in a cross-section of marketing organizations in the United States. Data were collected by a mail survey of marketing professionals. The corporate culture typology framework was adapted from Cameron and Freeman (1991) and business performance measure was adapted from Deshpande, Farley and Webster (1993). Results indicated that although the predominant culture type was market, all organizations possessed attributes of several cultures. More importantly, corporate culture types lacked significant discriminatory power in classifying high and low performance firms.

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Authors

Daulatram B. Lund, University of Nevada-Reno, USA



Volume

AP - Asia Pacific Advances in Consumer Research Volume 4 | 2001



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