کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1027176 | 942195 | 2009 | 12 صفحه PDF | دانلود رایگان |
This exploratory study develops relationship marketing theory by analysing the effect of organizational culture difference on business-to-business relationships. The dyadic data demonstrate three influential dimensions of organizational culture difference in the context of university–industry relationships: Differences in both time orientation and corporate flexibility impact commitment negatively, whereas market orientation difference negatively affects intention to renew. This study also confirms a positive effect of trust, commitment and integration on university–industry relationship success based on a dyadic data set. While trust appears highly influential in relationships with an uncertain future, commitment appears to be of stronger consequence in certain relationships.
Journal: Australasian Marketing Journal (AMJ) - Volume 17, Issue 1, May 2009, Pages 46–57