Value system matter a lot for the company. Varied values collectively form a common corporate culture. It can be said that it is the corporate values that collectively shape a corporate culture. Corporate culture has certainly an impact on the business strategy. It means that it can be said that from the present study point of view that corporate culture has a direct impact on the marketing strategy of the company. It is the corporate values that are taken into account to create purpose improve team cohesion and create a sense of commitment at the workplace (Brettel, Chomik, and Flatten, 2015). Values are actually the company DNA and they differentiate business from the rivals. Corporate values have direct impact on the corporate decisions. 50% of CEO’S in today time period believe that corporate culture influenced productivity, creativity, profitability and firm value and growth rates. Core values totally have impact on all business operations. An organization where corporate culture is so strong, effective marketing is seen. Often large companies are created with specific aim or to meet specific needs of the people. Those firms that focus on customer’s pain point often do effective marketing. This is because employees of these firms follow company value system and identify needs and pain point of the customer and accordingly serve product to the people. Such kind of approach leads to effective marketing in the business. Such kind of companies always gives importance to the customers and to serve them in the best way these firms focused on retaining employees in the business. More companies will have experienced personnel it will be able to serve customers in a better way. In order to retain employees these firms focused more on developing good relationship with the employees (Elsbach, and Stigliani, 2018). These firms provide a supportive environment to the employees so that trustworthy relationship can be developed between the company and employees. In the research study there are multiple sections like introduction, literature review, and research methodology. Aim and objectives are also included in the report. Considering aim and objectives of the research it can be said that the scope of the research is wide.
Relationship between corporate culture and marketing effectiveness
According to Hock, Clauss, and Schulz, 2016 corporate culture has huge impact on the marketing effectiveness. It can be observed that accountability factor is seen in the corporate culture of the most of the large corporations. In case of large companies accountability is given to all sorts of the employees, whether they are on top, middle or lower position in the business. In case sales force failed to achieve its target, then in that case their managers are accountable to the top managers. Thus, managers that manage sales force always guide sales force members to the maximum possible extent. This lead to effective marketing in the business.
As per views of Ahern, Daminelli, and Fracassi, 2015 sales managers in large corporations are accountable for the sales team performance. Sales managers often understand market conditions and accordingly guide their team members in the achievement of the target. Thus, with changes in market conditions, they also change the way of doing marketing. Hence, it can be said that corporate culture has a direct impact on the market and it make marketing results effective in nature. Due to accountability factor managers take charge and make maximum attempt to make sure that their team achieves target and face less problem in achieving it. Such kind of culture makes organization culture very effective and lead to effective marketing operations in the business.
Beugelsdijk, Kostova, and Roth, 2017 state that learning is a very important part of the many company culture. These companies believed that learning is very important for the company growth and for the satisfaction of needs of the customers. Firms that do social media marketing often conduct multiple experiments. Due to conducting multiple experiments they learn a lot from the success and failures. This learning assists them to do effective marketing at online channels of the marketing. Learning from failures assist firms to understand varied business in a better way. Better understanding assists social media marketing agencies to identify the relevant target audience for each client. Thus, due to learning factor these agencies are able to do effectively marketing for all their clients. Hence, it can be said that learning factor directly affect marketing efforts of the firm.
Yanagisako, 2020 states that many firms like Virgin group give more priority to the passion of the individual than its degree and work experience. This is because if one is passionate about something, then in that case it can perform better for the business firm. If one is passionate about something it will certainly have a specific sort of skills and can give exceptional performance at the workplace. Thus, many firms take due care while selecting employees for their marketing team. If firm select employees with relevant personality and passion then in that case marketing efforts are performed in better way in the business.
Eisenbeiss, Van Knippenberg, and Fahrbach, 2015 state that leadership is also one of the most important parts of the any firm culture. Many companies, for the leadership positions like management position follow the career progression plan. Under this specific individuals are identified that have relevant skills set and can lead teams in a better way. Firms identify those individuals and give proper training to them and when manager position becomes vacant appoint that individual that seems to be a perfect leader. The same is done across all departments and in marketing department also and due to this reason it can be said that marketing activities are performed in an effective manner.
In the present research study, varied sections are prepared like introduction, literature review and research methodology. In the introduction section focus is mainly on the organization cultural values and their impact on the relationship that exist between employees and the company. Moreover, the impact of the cultural values on the marketing effectiveness is also explained in the report. Thus, basically I make an attempt to show the significance of the cultural values for the firms. In respect to these aims and objectives are prepared in the report. The aim of the research study is “To identify the role that corporate values play in increasing employee engagement and making marketing efforts more effective”. On other hand objective is to identify the relationship between corporate culture and marketing effectiveness. Focus is also on identifying impacts of corporate culture on company and employee relationship. Apart from this, focus is also on identifying role corporate culture play in employee retention in marketing segment. Considering, all objective literature review section is classified into the multiple parts. In this regard, last 5 years articles and journals are reviewed in detail. I personally visit varied libraries and internet based resources and from multiple journals I choose specific articles that are more closely related to the research subject. Thus, it can be said that I took a lot of time to conduct a literature review. Apart from this, the research methodology section is also prepared in the report. In the research methodology section, varied segments are prepared like research approach, research philosophy, data collection, data analysis, research type. Apart from this, varied other sections are prepared like to sample, accessibility and ethical values. In the research study my aim was not to prove anything but aim was to identify whether specific relationship exist between variables. Thus, this was taken as a base to select a specific research approach, research philosophy and research type. Considering target to identify relationship I choose an inductive research approach and Interpretivism research philosophy in the present research study. I choose to conduct both primary and secondary research in the present research study. There was reason behind this. While conducting research it is very important to develop broad understanding about the research topic and due to this reason I do secondary research. Secondary research will assist me to conduct primary research in better way. I choose to make use of thematic analysis methods to analyze data. This is because the present research study is not scientific in nature and I want to identify patterns in order to reach to the specific conclusion.
Books and Journals
Ahern, K. R., Daminelli, D.. and Fracassi, C. 2015. Lost in translation? The effect of cultural values on mergers around the world. Journal of Financial Economics. 117(1). 165-189.
Bahoo, S., Alon, I.. and Paltrinieri, A. 2020. Corruption in international business: A review and research agenda. International Business Review. 29(4). 101660.
Beugelsdijk, S. and et.al, 2018. Cultural distance and firm internationalization: A meta-analytical review and theoretical implications. Journal of Management. 44(1). 89-130.
Beugelsdijk, S., Kostova, T.. and Roth, K. 2017. An overview of Hofstede-inspired country-level culture research in international business since 2006. Journal of International Business Studies. 48(1). 30-47.
Brettel, M., Chomik, C. and Flatten, T. C., 2015. How organizational culture influences innovativeness, proactiveness, and risk‐taking: Fostering entrepreneurial orientation in SMEs. Journal of small business management. 53(4). 868-885.
Chen, Y. and et.al, 2015. National culture and corporate cash holdings around the world. Journal of Banking & Finance. 50. 1-18.
Du, M.. and Boateng, A. 2015. State ownership, institutional effects and value creation in cross-border mergers & acquisitions by Chinese firms. International Business Review. 24(3). 430-442.
Eisenbeiss, S. A., Van Knippenberg, D.. and Fahrbach, C. M. 2015. Doing well by doing good? Analyzing the relationship between CEO ethical leadership and firm performance. Journal of Business Ethics. 128(3). 635-651.
Elsbach, K. D. and Stigliani, I., 2018. Design thinking and organizational culture: A review and framework for future research. Journal of Management. 44(6). 2274-2306.
Engelen, A. and et.al., 2015. Entrepreneurial orientation, firm performance, and the moderating role of transformational leadership behaviors. Journal of management. 41(4). 1069-1097.
Flatten, T., Adams, D.. and Brettel, M. 2015. Fostering absorptive capacity through leadership: A cross-cultural analysis. Journal of World Business. 50(3). 519-534.
Gear, C., Eppel, E.. and Koziol-Mclain, J. 2018. Advancing complexity theory as a qualitative research methodology. International Journal of Qualitative Methods. 17(1). 1609406918782557.
Gura, D. A., Shevchenko, G. G.. and Gura, A. Y. 2016. Development research methodology elastic deformation total station. Journal of engineering and Applied Sciences. 11(13). 2885-2888.
Guthrie, G. 2015. Culturally grounded pedagogy and research methodology. Compare: A Journal of Comparative and International Education. 45(1). 163-168.
Hadi, M. A.. and Closs, S. J. 2016. Ensuring rigour and trustworthiness of qualitative research in clinical pharmacy. International journal of clinical pharmacy. 38(3) 641-646.
Hock, M., Clauss, T.. and Schulz, E. 2016. The impact of organizational culture on a firm’s capability to innovate the business model. R&d Management. 46(3). 433-450.
Husted, B. W., Allen, D. B.. and Kock, N. 2015. Value creation through social strategy. Business & Society. 54(2). 147-186.
Kao, H. Y. and et.al., 2016. Design and evaluation of hospital-based business intelligence system (HBIS): A foundation for design science research methodology. Computers in Human Behavior. 62. 495-505.
Meredith, S. J. and et.al., 2018. A review of behavioural measures and research methodology in sport and exercise psychology. International review of sport and exercise psychology. 11(1). 25-46.
Opoku, A., Ahmed, V.. and Akotia, J. 2016. Choosing appropriate research methodology and methods. Research methodology in the built environment: A selection of case studies, London: Routledge. 32-49.
Sasaki, I., Ravasi, D.. and Micelotta, E. 2019. Family firms as institutions: Cultural reproduction and status maintenance among multi-centenary shinise in Kyoto. Organization Studies. 40(6). 793-831.
Sunderland, N. and et.al., 2015. 1000 Voices: Reflective online multimodal narrative inquiry as a research methodology for disability research. Qualitative Social Work. 14(1). 48-64.
Thompkins, A. M. and et.al, 2016. Functional magnetic resonance imaging of the domestic dog: Research, methodology, and conceptual issues. Comparative cognition & behavior reviews. 11. 63.
Worthington, D. L.. and Bodie, G. D., 2017. The sourcebook of listening research: Methodology and measures. John Wiley & Sons.
Yanagisako, S. J. 2020. Producing culture and capital: Family firms in Italy. Princeton University Press.