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Type: Journal article
Title: Exploring organizational culture difference in relationship dyads
Author: Plewa, C.
Citation: Australasian Marketing Journal, 2009; 17(1):46-57
Publisher: Australian & New Zealand Marketing Academy
Issue Date: 2009
ISSN: 1441-3582
Statement of
Carolin Plewa
Abstract: <jats:p> This exploratory study develops relationship marketing theory by analysing the effect of organizational culture difference on business-to-business relationships. The dyadic data demonstrate three influential dimensions of organizational culture difference in the context of university–industry relationships: Differences in both time orientation and corporate flexibility impact commitment negatively, whereas market orientation difference negatively affects intention to renew. This study also confirms a positive effect of trust, commitment and integration on university–industry relationship success based on a dyadic data set. While trust appears highly influential in relationships with an uncertain future, commitment appears to be of stronger consequence in certain relationships. </jats:p>
Keywords: Business-to-business relationships
Organizational culture difference
Structural equation modelling
Description: Copyright © 2009 Australian and New Zealand Marketing Academy
DOI: 10.1016/j.ausmj.2009.01.001
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Appears in Collections:Aurora harvest 5
Business School publications

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