Культура рыночно ориентированной организации

Каспер (Kasper) Ханс (Hans)

Основные стратегии и рыночная ориентация;

Инновация, обучающаяся организация и рыночная ориентация;

Представление о рыночной ориентации;

Рыночная ориентация как источник конкурентного преимущества;

Основы: рыночная ориентация и ценности организации;

Рыночная ориентация в аспекте культуры;

Наш подход к изучению корпоративной культуры;

Наш подход к измерению рыночной ориентации;

Соотношение корпоративной культуры и рыночной ориентации компании;

Структура исследования;

Результаты;

Важнейшие элементы взаимного влияния корпоративной культуры и рыночной ориентации;

Ограничения и направление дальнейших исследований;

Корпоративная культура Влияние

Планирование маркетинга Рыночные стратегии

Корпоративная культура Эволюция

Ключевые слова: корпоративная культура, рыночная ориентация, корпоративная стратегия, исследование кейсов

Аннотация

Успешное функционирование компании возможно только при условии соответствия ее деятельности требованиям рынка. Исследование, о котором пойдет речь в данной статье, в первую очередь направлено на выявление причинно-следственных связей между корпоративной культурой организации и ее рыночной ориентацией.

Журнал: «Управление корпоративной культурой» — №3, 2009 (© Издательский дом Гребенников)

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Каспер (Kasper) Ханс (Hans)

Профессор, преподает дисциплины "Организация сервиса" и "Управление розничной торговлей" в Университете Маастрихта.

Маастрихт, Нидерланды

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