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Introduction: Relationship Marketing and Organizational Culture—An Inter-organizational Perspective

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Inter-Organizational Culture

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Abstract

Organizations engaged in relationship marketing practices deal with market needs jointly, searching for value, cocreation and mutual benefits. However, is it possible that a culture that arises in an intersection of organizational cultures is dependent on relationships? Stemming from a study that investigated with a qualitative approach the emergence and development of an inter-organizational culture in a Brazilian context, in this chapter, we present some underlying concepts related to relationship marketing and organizational culture, along with some findings from our research. We conclude by discussing the definition of inter-organizational culture, in which symbols and meanings, beliefs and values of people from different companies interact.

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Authors and Affiliations

  1. Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil

    Fabiano Larentis

  2. Management Graduate Program, Universidade de Caxias do Sul, Caxias do Sul, Brazil

    Fabiano Larentis

  3. Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil

    Claudia Simone Antonello

  4. Universidade de São Paulo, São Paulo, Brazil

    Luiz Antonio Slongo

  5. Marquette University, Milwaukee, USA

    Luiz Antonio Slongo

  6. Management Graduate Program, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil

    Luiz Antonio Slongo

Authors
  1. Fabiano Larentis
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  2. Claudia Simone Antonello
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  3. Luiz Antonio Slongo
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Correspondence to Fabiano Larentis .

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Larentis, F., Antonello, C.S., Slongo, L.A. (2019). Introduction: Relationship Marketing and Organizational Culture—An Inter-organizational Perspective. In: Inter-Organizational Culture. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-00392-0_1

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