Market oriented cognitive subcultures in a multiple stakeholder environment

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Abstract

The importance of an organisation wide market oriented culture revolves around the performance implications of a focus on customers. However, in contemporary multiple stakeholder environments different notions of ‘the customer’ can exist adding complexity and introducing the possibility of different market oriented subcultures. An analysis of managers’ cognitive maps within a single case study highlight different beliefs and values associated with two alternative market oriented subcultures externally driven by a focus on two different customer groups. The lack of management consensus was further emphasised by two other alternative internally driven subcultures within the same firm. The implications are briefly discussed.
Original languageEnglish
Title of host publicationESRC research capacity building clusters
Subtitle of host publicationsummit conference 2013 : 25th – 26th June 2013, Aston University
EditorsBen Clegg, Judith Scully, John Bryson
Place of PublicationBirmingham (UK)
PublisherAston University
Pages151-169
Number of pages9
ISBN (Print)978-1-905866-67-0
Publication statusPublished - 2013
EventESRC research capacity building clusters : 2013 national summit conference - Aston University, Birmingham, United Kingdom
Duration: 25 Jun 201326 Jun 2013

Conference

ConferenceESRC research capacity building clusters : 2013 national summit conference
CountryUnited Kingdom
CityBirmingham
Period25/06/1326/06/13
Other“University - Industry Collaboration in Challenging Times”

Bibliographical note

© Aston Business School

Keywords

  • market oriented subcultures
  • cognitive mapping
  • not-for-profit sector

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    O'Broin, H. L. R., Butler, M. J. R., Lee, N. & Senior, C., 2013, ESRC research capacity building clusters: summit conference 2013 : 25th – 26th June 2013, Aston University. Clegg, B., Scully, J. & Bryson, J. (eds.). Birmingham (UK): Aston University, p. 141-150 10 p.

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    Southall, A., 2013, ESRC research capacity building clusters: summit conference 2013 : 25th – 26th June 2013, Aston University. Clegg, B., Scully, J. & Bryson, J. (eds.). Birmingham (UK): Aston University, p. 195-200 6 p.

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