Cultura Organizacional e Marketing de Relacionamento: Uma Perspectiva Interorganizacional

ID:
47910
Resumo:
Objetivo: – Este estudo analisa a contribuição dos relacionamentos interorganizacionais entre fornecedores e clientes às mudanças culturais organizacionais. Metodologia: – Realizou-se um estudo qualitativo de casos múltiplos em dois canais de marketing, por meio de entrevistas em profundidade, observação e análise de dados com base na grounded theory. Resultados: – Identificou-se a importância da confiança, do comprometimento, da cooperação e dos processos de aprendizagem nas mudanças culturais organizacionais e na redução dos conflitos de papel dos boundary spanners, assim como o papel da rotatividade de pessoal em enfraquecer essas dimensões e respectivas relações. Contribuições: – Evidenciou-se o desenvolvimento de uma cultura interorganizacional, como um sistema de símbolos e significados compartilhados por grupos ou indivíduos de diferentes organizações, em uma base transitória, com o predomínio da perspectiva cultural da fragmentação. É uma cultura originada dos relacionamentos através da intersecção de culturas, ou seja, uma cultura das fronteiras.
Citação ABNT:
LARENTIS, F.; ANTONELLO, C. S.; SLONGO, L. A. Cultura Organizacional e Marketing de Relacionamento: Uma Perspectiva Interorganizacional. Revista Brasileira de Gestão de Negócios, v. 20, n. 1, p. 37-56, 2018.
Citação APA:
Larentis, F., Antonello, C. S., & Slongo, L. A. (2018). Cultura Organizacional e Marketing de Relacionamento: Uma Perspectiva Interorganizacional. Revista Brasileira de Gestão de Negócios, 20(1), 37-56.
DOI:
10.7819/rbgn.v20i1.3688
Link Permanente:
http://www.spell.org.br/documentos/ver/47910/cultura-organizacional-e-marketing-de-relacionamento--uma-perspectiva-interorganizacional/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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