Organizational culture and relationship marketing: an interorganizational perspective

Fabiano Larentis, Claudia Simone Antonello, Luiz Antonio Slongo


Purpose – This paper aimed to analyze the contribution of
interorganizational relationships, specifically between suppliers and
clients, to organizational cultural changes.

Design/methodology/approach – A qualitative multiple case study in
two marketing channels was performed, through in-depth interviews,
observation and data analysis based on grounded theory.

Findings – The contribution of trust, commitment, cooperation and
learning processes has been identified in the organizational cultural
changes and in the reduction of the role conflicts of the boundary
spanners. Also, the role of employee turnover to weaken these
dimensions and respective relations has been noticed.

Originality/value – The development of an interorganizational
culture has been evidenced, as a system of symbols and meanings
shared by groups or individuals from different organizations, on a
transitional basis, with the predominance of the cultural perspective
of fragmentation. It is a culture originated from relationships through
intersections of cultures, a culture of boundaries.


Cultura organizacional; marketing de relacionamento; perspectivas culturais; relacionamentos interorganizacionais; cultura interorganizacional.


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