Market oriented cognitive subcultures in a multiple stakeholder environment

Carrington, David J. and Combe, Ian A. (2013). Market oriented cognitive subcultures in a multiple stakeholder environment. IN: ESRC research capacity building clusters. Clegg, Ben; Scully, Judith and Bryson, John (eds) Birmingham (UK): Aston University.

Abstract

The importance of an organisation wide market oriented culture revolves around the performance implications of a focus on customers. However, in contemporary multiple stakeholder environments different notions of ‘the customer’ can exist adding complexity and introducing the possibility of different market oriented subcultures. An analysis of managers’ cognitive maps within a single case study highlight different beliefs and values associated with two alternative market oriented subcultures externally driven by a focus on two different customer groups. The lack of management consensus was further emphasised by two other alternative internally driven subcultures within the same firm. The implications are briefly discussed.

Divisions: Aston Business School > Marketing & strategy research group
Aston Business School > Marketing & strategy
Additional Information: © Aston Business School
Event Title: ESRC research capacity building clusters : 2013 national summit conference
Event Type: Other
Event Location: Aston University
Event Dates: 2013-06-25 - 2013-06-26
Uncontrolled Keywords: market oriented subcultures,cognitive mapping,not-for-profit sector
Full Text Link: http://www1.ast ... lding-clusters/
Related URLs:
Published Date: 2013
Authors: Carrington, David J. ( 0000-0001-7977-9210)
Combe, Ian A. ( 0000-0002-0105-4241)

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Version: Accepted Version


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