Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Influence of Organisational Culture on Dynamic Marketing Capabilities: A case study in the e-tail industry
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies.How does organisational culture influence dynamic marketing capabilities in international e-tail companies?

Method: The study is conducted with a qualitative method and an abductive approach, using a single case study design. The empirical data consist of eight semi-structured interviews with people at the company Scandinavian Design Center, in addition to secondary data and observations on site.

Findings: The results of the study indicate that characteristics from four types of organisational cultures, including entrepreneurial, team, hierarchical and rational can influence DMCs positively and negatively on two levels: incremental and renewing. Team culture influences DMCs positively on both levels, while entrepreneurial culture has both positive and negative influence on different levels. Hierarchical and rational culture negatively influence DMCs on both levels, except when it comes to formal roles and articulated goals, which positively influence both incremental and renewing DMCs.

Place, publisher, year, edition, pages
2017. , 67 p.
Keyword [en]
Dynamic capabilities, dynamic marketing capabilities, organisational culture, the competing values framework, e-tail, retail. international marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-66161OAI: oai:DiVA.org:lnu-66161DiVA: diva2:1119927
External cooperation
Scandinavian Design Center
Subject / course
Business Administration - Marketing
Educational program
International Business Strategy, Master Programme 60 credits
Supervisors
Examiners
Available from: 2017-07-05 Created: 2017-07-05 Last updated: 2017-07-05Bibliographically approved

Open Access in DiVA

The Influence of Organisational Culture on Dynamic Marketing Capabilities(951 kB)77 downloads
File information
File name FULLTEXT01.pdfFile size 951 kBChecksum SHA-512
628dba22825abcfd1075bc27c7bd3c45ddb54da2b07e4d010e649eb01fe5ef9226ed192b44740b1311c59a6f83d5c8ae228b4bad6090b40b10a434c5607ef488
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Herzig, AnneKarlsson, Maria
By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 77 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 86 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf