IshanMarketing

July 13, 2023

Organizational Culture Towards Better Marketing Practices

Source: (Click, 2016)

Organizations differ individually though they are in the same industry due to specific ways of doing things, management characteristics, workforce characteristics, target market & etc. There are already set specialized procedures, and methods for all organizations & same are commonly called & identified as organizational culture.

There are 8 cultural styles as Caring, Purpose, Learning, Enjoyment, Results, Authority, Safety & Order used by organizations & as identified by scholars such as Edgar Schein, and Geert Hofstede there are main 4 attributes of culture as follows,

1. Shared - Culture always remain with groups as a sharing & not exist within an individual

2. Pervasive - Culture prevail all over the organization in broader manner

3. Enduring - Culture leads thoughts & actions of the organization for a longer period

4. Implicit - Culture act as a silent language in the organization & create huge bonding among workforce

Culture & Leadership

Organizational culture is steadily linked with its leadership & best leaders are fully aware of the cultural aspects of the organization for which they are working for. When employers & employees work together under one culture it feels like a family & creates unbreakable bonding between them while it positively affects the long-term success of the organization as well.

Culture & performance

Organizational culture & performance are interconnected as they always both perform together. A workforce striving to achieve the targets of the company is working under cultural aspects of the organization & same will induce all employees to work with unity, and clear focus in a methodical way. It reduces unnecessary intervention of supervisors to make corrections & most importantly time can be efficiently materialized as well.

Eg : Google's culture is directly affects the success of the company & known as the most successful corporate culture in the world.

Source: (fagan, 2012)

Cultural norms decide what to encourage, accept, discourage, or reject within the organization. When culture is aligned with organizational values & needs of employees it generates a huge amount of power and energy towards the organization to cope with any challenge they face.

Influence of Organizational Culture towards Better Marketing

The marketing strategies used by a company and its overall success are significantly influenced by organizational culture. It directly affects how marketing initiatives are created, carried out, and viewed both inside and outside. Here are a few ways organizational culture might affect marketing:

1. Organization brand and identity: In order to build a strong brand identity, a company's values, vision, and mission are shaped by its organizational culture. The brand personality, messaging, and market positioning are all influenced by the culture.

2. Customer centricity: A culture that places a high value on satisfying customers' requirements is known as being customer-centric. Marketing initiatives have a higher chance of connecting with the target audience and creating enduring customer relationships when customer satisfaction and experience are ingrained in the organizational culture.

3. Innovative organizational strategies: The marketing department is encouraged to be creative, experimental, and adaptable by an innovative and agile culture. Marketers can stay one step ahead of rivals, react rapidly to market developments, and create cutting-edge marketing plans and campaigns thanks to such a culture.

4. Collaborative communication: Marketing teams' capacity for productive cooperation and idea sharing is influenced by the culture of collaboration and open communication. Employee empowerment to contribute fosters cross-functional teamwork, which improves alignment with overarching business objectives and results in integrated marketing strategies.

5. Ethical marketing practices: Organizational culture establishes the standards for ethical behavior in the marketing industry. Providing accurate information, preserving client privacy, and keeping commitments are just a few examples of ethical marketing practices that are encouraged by a culture that values integrity and transparency. As a result, customers begin to trust and believe in you.

6. Risk-taking in Marketing: The willingness to take risks in marketing endeavors is influenced by organizational culture. A culture that promotes calculated risks might result in more creative and daring marketing strategies, whereas a culture that discourages risk-taking may restrict creativity.