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