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Possible Impacts of Marketing Innovation on the Organizational Culture of a market leader, and Managerial Attitudes Towards its
Pages 11 (2761 words)
Possible impacts of marketing innovation on the organizational culture of a market leader, and managerial attitudes towards its future. Proposal for Research Methods Antonia de Baey Glion Institue of higher education 18/07/2011 Word count: Contents 1.Introduction 3 1.1Rationale 6 1.2Research Questions 6 2.Aim and objectives 7 2.1Aim 7 2.2Objectives 7 3.Literature review 7 3.1Organizational Culture (OC) 8 3.2Market leaders 9 3.3Marketing Innovation 11 4.Research Methodology 13 4.1Research Philosophy 13 4.2Data Collection 14 4.2.1Sampling method 14 4.3.1Validity and reliability 16 5.References 17 1.
This two-way communication takes place over online social media (OSM), like Facebook, Twitter and YouTube (Shu & Chuang, 2011). In the last decade the marketing communication has adapted to this new possibilities and the international percentage of interactive marketing with the customer has tripled (Kottler, Wong, Saunders, & Armstrong, 2005). Marketing and innovation in marketing depend largely upon the leadership from the top management within an organization. The right organizational culture and the focus on marketing are crucial for companies in a competitive industry (Bridgewater & Doyle, 1998). A company?s organizational culture (OC) consists of its constitution, strategies, and corporate value. It also includes the common experiences and standards that characterize an organization (Buelens, Van den Broeck, Vanderheyden, Kreintner, & Kinicki, 2006). ...
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