外文翻译--理解企业文化和企业营销的含义.docVIP

本科毕业论文（设计） 外文翻译 外文题目 Understanding organisational culture and the implications for corporate marketing 外文出处 European Journal of Marketing Volume: 35 Issue: 3/4 2001:P356-358 外文作者 Alan M.Wilson 原文： Understanding organisational culture and the implications for corporate marketing Alan M.Wilson Definition of organisational culture The concept of culture has principally stemmed from the study of ethnic and national differences in the disciplines of sociology, anthropology and social psychology. A good summary of the many definitions for culture developed in each of these disciplines was given by the cultural geographer Haggett (1975, p. 238): Culture describes patterns of behaviour that form a durable template by which ideas and images can be transferred from one generation to another, or from one group to another. Three aspects of this definition need further explanation. First, the transfer of behaviour does not take place through genetics but instead takes place through the social interaction between members of a group. Second, according to the culture pattern theory (e.g. Benedict, 1934) the various elements of a culture tend to form a relatively stable harmonious system and therefore any cultural template is durable and slow to change. Third, the ideas and images of culture provide a guide for the conduct of acceptable behaviour. As such, many aspects of the culture are embodied in rules of various sorts; some are laws (e.g. against stealing) which are backed by official punishment for deviation; others are social norms (e.g. about what clothes to wear) which are backed by social disapproval and rejection of deviates. Initially, within organisational theory, scholars used the culture concept as a metaphor to study organisations as forums in which meanings are constructed and expressed through social interactions. But as it became part of the vocabulary of management thinking, mor