INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY

Authors

  • Andrea Kassouf Pizzinatto Universidade Metodista de Piracicaba
  • Nádia Kassouf Pizzinatto Universidade Metodista de Piracicaba
  • Antonio Carlos Giuliani Universidade Metodista de Piracicaba
  • Nivaldo Kassouf Pizzinatto Universidade Metodista de Piracicaba

Abstract

No strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people´s relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirtyfive employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts.

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Author Biographies

Andrea Kassouf Pizzinatto, Universidade Metodista de Piracicaba

Administradora. Especialista em Marketing – FGV. Mestranda em Administração pela Unimep. Professora de graduação e pós-graduação na área de marketing e orientação de estágio. Atuação nas Universidades Salesianas Dom Bosco – Unisal, Fundação Municipal de Ensino de Piracicaba-SP – Fumep, Universidade Paulista – Unip – e Senac. Universidade Metodista de Piracicaba – Unimep

Nádia Kassouf Pizzinatto, Universidade Metodista de Piracicaba

Administradora e economista – UNIMEP. Doutora, Mestre e Especialista em Administração – EAESP/FGV. Professora dos Cursos de Mestrado da Unimep. Universidade Metodista de Piracicaba – Unimep

Antonio Carlos Giuliani, Universidade Metodista de Piracicaba

Administrador de Empresa, mestre e doutor em Administração – Unimep. Professor e coordenador Mestrado Stricto Sensu em Administração – Unimep. Universidade Metodista de Piracicaba – Unimep

Nivaldo Kassouf Pizzinatto, Universidade Metodista de Piracicaba

Publicitário, mestrando em Administração de Empresas pela Universidade Metodista de Piracicaba Universidade Metodista de Piracicaba – Unimep

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Published

2008-07-23

Issue

Vol. 6 No. 1 (2005)

Section

Presentation

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