VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Marketing culture as a tool for development of a sustainable organization [Elektronski vir]
    Biloslavo, Roberto ; Trnavčevič, Anita
    Within the category of organizational assets, the Žcultureʼ of the organization is that element which forms most slowly, but in turn has the most sustainable and, in companies with a strong culture, ... also the strongest influence on the operation of the organization. Thus it is no surprise that theoreticians and practitioners of management have focussed on the question of what kind of culture an organization needs that would amount to a source of sustainable competitive advantage. As certain current research has shown marketing culture may be the answer to this question. Changing the culture of an organization into marketing culture is a process that may begin and be motivated solely if we know to which extent the marketing culture is already present or developed within the organization. This is even more important if we consider that only organizations which really focused on their customersʼ needs are ready to develop and invest in new green technologies. The paper presents an instrument for the measurement of marketing culture, its implementation in a representative sample of medium-large and large food processing companies in Slovenia and discusses the methodological questions and implications, which rose from the use of the developed instrument.
    Vir: 7th International conference on business, management and economics - ICBME'2011, 06 - 08 October 2011, in Çeşme / Izmir - Turkey [Elektronski vir] (24 str.)
    Vrsta gradiva - prispevek na konferenci ; neleposlovje za odrasle
    Leto - 2011
    Jezik - angleški
    COBISS.SI-ID - 4210647

Vnos na polico