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Innovation and communication as dimensions of the marketing cultureNatalie C. Postružnik,
Melita Moretti, 2012, original scientific article
Abstract: This study explores the meaning and role of the marketing culture within organizations-specifically, innovativeness and internal communications, both of which have a significant impact on an organizationʼs financial performance. A qualitative study was conducted in the insurance and construction industries in Slovenia based on theoretical insights, in which 11 semi-structured interviews were conducted with top and middle managers of medium-sized and large organizations. Recommendations to be applied in practice and for further research are given based on the findings.
Found in: ključnih besedah
Summary of found: ...study was conducted in the insurance and construction industries in Slovenia based on theoretical insights,... ...culture, finacial performance, innovation, internal communications, insurance industry, construction industry, ...
Keywords: marketing culture, finacial performance, innovation, internal communications, insurance industry, construction industry
Published: 30.12.2015; Views: 2322; Downloads: 11
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