Organizational Culture and Marketing: Defining the Research Agenda
梳理组织文化文献，构建概念框架，并从五种文化范式出发为营销研究制定议程，适合关注组织文化与营销交叉领域的学者。
Contemporary work on marketing management is grounded implicitly in a structural functionalist or contingency perspective of organizational functioning. However, the field of organizational behavior from which such a perspective derives has recently developed a major thrust into theoretical modeling and empirical research on organizational culture. The authors survey this emerging literature on organizational culture, integrate it in a conceptual framework, and then develop a research agenda in marketing grounded in the five cultural paradigms of comparative management, cohtingency management, organizational cognition, organizational symbolism, and structural/psychodynamism.