Cultura organizacional e marketing de relacionamento: Uma perspectiva interorganizacional

Abstract

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.