| Culture might be defined as 'the way we do things
around here'. In a way its about the values and style of an organisation.
If you have ever worked you could reflect on the way things operated
in your company. Was it formal or informal? Did it do things speedily
or in a more considered way? How much open discussion took place
before decisions were made, lots or little? How much that was
done was written down first?
Although company culture refers to something inside the organisation
it influences how external groups (customers etc) view that company.
Both Virgin and The Body Shop
built up tremendous reputations in the 1980's/ 90's in part because
of the dynamic, innovative reputation of the respective organisations.
Many who have studied them suggest this was in part the result
of their strong company cultures. A company's culture influences
to a great extent:
1. The likelihood of internal marketing taking place
2. The type of internal marketing taking place
3. The importance attached to it
To an extent the more open, less hierarchical and less tightly
structured an organisation is the more positive will be its attitude
towards internal marketing. This is because any genuine attempt
to introduce marketing within the company means the organisation
has to listen and respond to employees opinions not simply tell
them what to do.
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| Stuart
Perl, Regional Director of Marketing
(EMEA), Cunard Line Seaborne Cruise Line. |
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| Jon
Weaver, Marketing Manager, Bournemouth
Borough Council |
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| Heather
Moore, Marketing and Promotions Officer
Marwell Zoo, Hampshire |
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