Possible Impacts of Marketing Innovation on the Organizational Culture Dissertation

Possible Impacts of Marketing Innovation on the Organizational Culture of a market leader, and Managerial Attitudes Towards its - Dissertation Example This two-way communication takes place over online social media (OSM), like Facebook, Twitter and YouTube (Shu & Chuang, 2011). In the last decade the marketing communication has adapted to this new possibilities and the international percentage of interactive marketing with the customer has tripled (Kottler, Wong, Saunders, & Armstrong, 2005). Marketing and innovation in marketing depend largely upon the leadership from the top management within an organization. The right organizational culture and the focus on marketing are crucial for companies in a competitive industry (Bridgewater & Doyle, 1998). A company?s organizational culture (OC) consists of its constitution, strategies, and corporate value. It also includes the common experiences and standards that characterize an organization (Buelens, Van den Broeck, Vanderheyden, Kreintner, & Kinicki, 2006). Many distinct definitions for OC exist, it is important to be aware of the differences (Driskill & Brenton, 2011). There are two major schools about OC, which differ mainly in the aspect by whom it can or cannot be influenced or manipulated. The â€Å"German approach† towards OC sees the origins of OC in the interaction of employees and therefore not changeable through decisions of top management. The â€Å"American approach† defines OC as something that belongs to the company and can be influenced at discretion by top management (Dixon & Dougherty, 2010). It will be the â€Å"German approach† that will be explored in this study. A positive OC supports performance and efficiency of a company and can lead to superior market positions; furthermore it is seen as giving benefit to the brand (Aaker & Joachimsthaler, 2000). OC is an important factor for most market leaders. Commonly they do not reach the top of the market or distinguish themselves through external factors that lead to advantage. Often times it is strong internal commitment and a functioning integration of employees, that leads to success. Market leaders strongly value a positive internal environment of the organization, especially in very competitive markets (Simon, 2009)(Spear, 2009). Within the international food industry the Internet has become popular over the last years to market products. Most major food brands are using the possibility to communicate with their customers and integrate them into their marketing (Grunert & Ramus, 2005)(Ballantine, 2005). Looking at Germany?s food industry, the meat product sector is a major segment for the economy, with an annual turnover of about 16 billion Euros (German-meat, 2010). The current market leader of this industry is Rugenwalder Muhle GmbH (RwM), with the largest market share and the highest revenue since a significant time span. Being the market leader innovation is extremely important to RwM. Within the German meat industry RmW is the only organization that currently uses OSM as a great part of their marketing mix. The connection that OC and innovation have within a company is found to be substantial; OC is

Discuss how two authers use language to extend their meaning Essay

Discuss how two authers use language to extend their meaning - Essay Example Melville's "Bartleby the Scrivener, A Tale of Wall Street" tells the story of a man called Bartleby, who develops a passive resistance to his employer. The employer feels it so difficult to cope with his employee's decision to disobey his master's orders. The tragedy arises from Bartleby's reluctance and inability to find out the reasons for his passive rebellion, and the employer's failure to understand and accommodate the reasons for Bartleby's resistance. Critics have given numerous interpretations for this work. Some have tried to interpret this work as a criticism of the psychological effects of capitalism in its 1850s form. Other critics argued that it is a parable of human condition in general. Any way the modern readership of the story is largely due to its capability to generate various interpretations. These various interpretations happen due to the numerous meanings that the words can bring to the readers. This can be done most perfectly by introducing an unreliable narrator. The narrator in Melville's story, the lawyer serves this purpose beautifully. Many critics remarked about Melville's use of this unreliable narrator. Lawyer himself admits that he is a man of assumptions, and his prejudice prevents him, in many occasions, to give the accurate details of the events. After some initial events, like the lawyer's description of Turkey's unpredictable behavior, it is clear for the reader that they need to interpret everything that the narrator tells. This gives a wide opportunity and scope for the readers. The narrator's final statement, "Ah Bartleby! Ah humanity" (Melville 2006), is considered as the most controversial statement in the story. Some traditional critics interpreted it as the statement of a fraud, who fails to measure Bartleby's essence or a sensitive penetration of a sensible man to the essentiality of meaning. These contrasting definitions points out to the language of Melville, which gives numerous interpretations to the readers. When referring to Moby-Dick, James Guetti has opined that Melville's language is "pervasive, special and artificial kinds of languageserve to draw our attention to the limitations of such language" (Guetti 1967). As in The Metamorphosis, a metamorphosis is seen through out the story is the case of language. This linguistic metamorphosis suggests the change of lawyer's attitude towards Bartleby at the very crucial juncture when Bartleby's passivity becomes a threat to the professionalism of the lawyer. At this point, the language of the lawyer to describe Bartleby becomes stronger than before. Now "apparition", or a harmless ghost changes to "incubus", or an usurper. (Melville 2006). There are many symbols that Melville used in the story, which turns out to be motifs rather than symbols. One such symbolism is the finding of the narrator that Bartley has earlier worked with the dead-letter office: "Dead letters! does it sound like dead man" (Melville 2006). The dead letters have many symbolisms. It acts as a metaphor of hard work and toil of the then emerging middle-class. Wall is another recurrent symbol used in the story. The office room, located at Wall Street, has walls outside when viewed through all the windows. Bartleby has a habit of staring blankly at the walls. The wall is a symbol for the psychological imprisonment of Bartleby. These symbols of failed communication represent