Inter-Organizational Culture: Linking Relationship Marketing with Organizational Behavior
by Fabiano Larentis (Author), Claudia Simone Antonello (Author), Luiz Antonio Slongo (Author)

About the Author
Fabiano Larentis, is a Doctor in Management and a Business School Professor at Universidade de Caxias do Sul, Brazil. His research focuses on learning in organizations and relationship marketing.
Claudia Simone Antonello is a Doctor in Management  and a Professor at School of Administration,  Universidade Federal do Rio Grande do Sul, Brazil. Her research focuses on learning in organizations.
Luiz Antonio Slongo is a Doctor in Management  and  a Professor at School of Administration, Universidade Federal do Rio Grande do Sul, Brazil. His research focuses on services marketing and relationship marketing.

About this book
In order to be developed, inter-organizational relationships, as well as organizational cultures, rely on communication, learning, trust, commitment, and shared meanings and symbols. This book discusses the emergence and development of an inter-organizational culture, in which meanings, beliefs, and values of people from different companies interact. It proposes that inter-organizational culture can be seen as a culture of intersection, because of the association of cultural perspectives between suppliers and intermediaries.   The more the parties are motivated to maintain the relationship,  the more willing they are to invest in that relationship, which minimizes the risk of dissolution, promotes interaction, and contributes to cultural changes.
The authors consider organizational culture through a three-perspective framework involving integration, differentiation, and fragmentation, at the intersection of which inter-organizational culture develops. This book will provide scholars with a better understanding of the connection between relationship marketing and organizational behavior, through the emergence of a specific culture.

Table of contents
1 Introduction: Relationship Marketing and Organizational Culture—An Inter-organizational Perspective 1
    1. 1 Relationship Marketing and Organizational Culture: Key Aspects and Findings 3
    1. 2 The Inter-organizational Perspective of Organizational Culture 7
    References 10
2 Inter-organizational Culture and the Cultural Perspectives 13
    2. 1 Perspectives of Integration and Differentiation of Suppliers and Customers 18
    2. 2 Perspective of Fragmentation Inside Supplier and Customer 20
    2. 3 Perspective of Fragmentation Originating Inter-organizational Culture 21
    References 25
3 Development of Inter-organizational Culture: The Elements 27
    3. 1 Initial Elements 30
    3. 2 Intermediate Elements 34
    3. 3 Resultant Elements 37
    3. 4 Weakening Elements 41
    3. 5 Context Related to Inter-organizational Culture 42
    References 44
4 Promoting an Inter-organizational Culture 47
    4. 1 Role of Structure, Resources and Processes 49
    4. 2 Role of Leadership and Boundary Spanners 70
    4. 3 The Importance of Learning and Trust 82
    4. 4 The Dark Side of Inter-organizational Culture 88
    References 91
5 Conclusion 97
References 100

Length: 105 pages
Publisher: Palgrave Pivot; 1st ed. 2019 edition (December 14, 2018)
Language: English
ISBN-10: 3030003914
ISBN-13: 978-3030003913

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