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An Examination Of Contemporary Marketing Practices Used By Organization With Different Culture Types: A Test Of The Convergence Theory In The Us And Cote D'Ivoire, Victoria Lynn Miller

Marketing Dissertations

A framework for a strategy fit with national and organizational culture holds several implications for multinational business managers. First, culture is a critical variable in the strategy process and it should be explicitly examined as a part of the process. Second, culture might encourage and support organizationally a particular business level strategy and may affect marketing practices. This approach views transactional and relational practices as part of a continuum. This study has examined over 250 firms in the United States and the Cote d’Ivoire on the dimensions of their organizational culture, national culture and contemporary marketing practices. In essence, this …