理解组织文化和企业营销的影响（外文翻译）.doc

原文一： Understanding organizational culture and the implications for corporate marketing Alan M. Wilson Abstract The actions of employees such as service personnel are seen as being important in communicating a companys corporate values and goals, particularly where they interact directly with customers and other corporate audiences. Their beliefs, norms and values derived from the organizational culture influence their actions and the informal messages that they communicate. A mystique still exists around the concept of organizational culture. This paper attempts to rectify this by reviewing the literature relating to organizational culture, focusing on its definition, the factors which influence it and the arguments as to whether it can be managed. This requires marketers to work more closely with researchers and practitioners working in the fields of organizational behavior and human resource management. Introduction Corporate marketing activities are publicly visible programs and actions that companies undertake to communicate corporate activities that reflect the social responsibility, values and goals of the company. However, for many service organizations, corporate programs may be negated or strengthened by the actions of service personnel in the delivery of a service during an encounter with a customer. Parasuraman et al, in their analysis of why companies fail to meet customer expectations, highlighted the differences that can occur between the messages promoted through external communications and the actions of service personnel. Corporate marketing activities may raise the expectations of customers and other audiences beyond that which can be delivered by service personnel. There is therefore a need for those involved in the design and management of corporate marketing activities within service organizations to be aware of one of the key factors influencing the actions of service personnel, that is, organizational culture. Norman saw no other component as