Organizational culture and relationship marketing: an interorganizational perspective

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 int...

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Bibliographic Details

Main Authors:	Fabiano Larentis, Claudia Simone Antonello, Luiz Antonio Slongo
Format:	Artigo
Language:	Inglês
Published:	Fundação Escola de Comércio Álvares Penteado 2018-01-01
Series:	Revista Brasileira de Gestão De Negócios
Subjects:	Organizational culture relationship marketing cultural perspectives interorganizational relationships interorganizational culture
Online Access:	https://rbgn.fecap.br/RBGN/article/view/3688/pdf
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