Shared organizational values: Measurement and impact upon strategic marketing implementation
Gordon J. Badovick, Sharon E. Beatty Ph.D.
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 1
Abstract
The concept of shared organizational values and its impact upon successful marketing strategy implementation are discussed. The need to measure the degree to which values within the organization are shared is stressed. A method to quantitatively measure the degree of value congruency and the strength of value consistency is proposed. An exploratory, empirical study is presented in which organization values are measured and found to impact upon strategy implementation.
Keywords
Strategy Implementation, Marketing Strategy, Corporate Culture, National Forest, American Market Association
Enable JavaScript for citation tools and additional paper interactions.