NATIONAL CULTURE AND ORGANIZATIONAL CULTURE IN THE MARKETING CONTEXT

Abstract

At present, companies must be prepared to cope with a turbulent business environment, where clients’ preferences are always changing. Marketing can be helpful in this task by creating and disseminating an organizational culture to facilitate the proper use of knowledge about market, in the sense of planning actions designed to guarantee competitive positions for the organization. Therefore, this article proposes a theoretical discussion on the adoption of the marketing philosophy from the organizational culture point of view and under the influence of national culture, approaching the main authors that studied these constructs and their inter-relations. Hence, an effort was made to contextualize some researches that sought to bring together the marketing area and the concept of organizational culture, as well as studies where one of the goals was to prove the influence of national culture upon organizational culture, and also the relationship of the latter with the marketing concept interpretation.