Plewa, C.Rao Hill, S.Ken Deans,2008-05-022008-05-022007Proceedings of ANZMAC 2007, 2007 / Ken Deans, (ed./s), pp.1956-1964http://hdl.handle.net/2440/43155Invalid ISBN 9781877156299 as shown on the publicationMarketing and management scholars have provided prolific research into the areas of relationship marketing and organisational culture respectively. The close linkage between these areas, however, has been overlooked. This paper aims to address the related yet under-researched concepts of organisational culture difference and compatibility and their effect on relationship performance. While difference between organisational cultures of partners is suggested to negatively influence relationship performance, compatibility appears to moderate this effect. Based on a series of in-depth interviews, this exploratory paper integrates organisational culture and relationship marketing literatures, developing a conceptual model on the impact of organisational culture difference and compatibility on relationship success.en© 2007 the AuthorsConference paper002007596145306Plewa, C. [0000-0002-4570-0065]Rao Hill, S. [0000-0002-0118-2841]