Corporate culture, environmental adaptation, and innovation adoption: A qualitative/quantitative approach
Journal of the Academy of Marketing Science · 1995 · Volume 23 · Issue 3
Abstract
Deshpandé and Webster have identified the linkage between corporate culture and innovation adoption as an important industrial marketing topic. In the present study, this relationship is examined by both qualitative and quantitative research methods. The linear regression model, which depicts the corporate culture of adaptive companies attempting to survive in a competitive international environment, demonstrates that corporate culture is predictive of technology adoption. Qualitative data collected through in-depth interviews supplement quantitative results. The divergent cultures and survival modes for innovative and noninnovative companies are presented. Theoretical and methodological implications for marketing research are discussed, and management implications for industrial marketers are presented. Benefits of juxtaposing qualitative/quantitative methods are illustrated.
Keywords
Consumer Research, Technology Adoption, Corporate Culture, Future Orientation, Environmental Adaptation
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