Market oriented cognitive subcultures in a multiple stakeholder environment


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: College of Business and Social Sciences > 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
ISBN: 978-1-905866-67-0
Last Modified: 08 Dec 2023 12:42
Date Deposited: 15 Jul 2013 13:09
Full Text Link: http://www1.ast ... lding-clusters/
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PURE Output Type: Conference contribution
Published Date: 2013
Authors: Carrington, David J. (ORCID Profile 0000-0001-7977-9210)
Combe, Ian A. (ORCID Profile 0000-0002-0105-4241)



Version: Accepted Version

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