In order to be developed, inter-organizational relationships, as well as organizational cultures, rely on communication, learning, trust, commitment, and shared meanings and symbols. This book discusses the emergence and development of an inter-organizational culture, in which meanings, beliefs, and values of people from different companies interact. It proposes that inter-organizational culture can be seen as a culture of intersection, because of the association of cultural perspectives between suppliers and intermediaries. The more the parties are motivated to maintain the relationship, the more willing they are to invest in that relationship, which minimizes the risk of dissolution, promotes interaction, and contributes to cultural changes. The authors consider organizational culture through a three-perspective framework involving integration, differentiation, and fragmentation, at the intersection of which inter-organizational culture develops. This book will provide scholars with a better understanding of the connection between relationship marketing and organizational behavior, through the emergence of a specific culture.

Contributes to a deeper understanding of a culture which arises in an intersection of organizational cultures, dependent on relationships Fills a gap in the literature about the importance of role of organizational culture in relationship marketing, two fields that are usually studied separately Explores how the firm's culture is developed and how divergent structures and cultures are aligned

Autorentext
Fabiano Larentis, is **** a **** Doctor in Management and a Business School Professor at Universidade de Caxias do Sul, Brazil. His research focuses on learning in organizations and relationship marketing.

Claudia Simone Antonello is **** a **** Doctor in Management **** and a Professor at School of Administration, Universidade Federal do Rio Grande do Sul, Brazil. Her research focuses on learning in organizations.

Luiz Antonio Slongo is **** a **** Doctor in Management **** and a Professor at School of Administration, Universidade Federal do Rio Grande do Sul, Brazil. His research focuses on services marketing and relationship marketing.

Inhalt

1. Introduction: Relationship Marketing and Organizational Culture: An Inter-organizational Perspective.- 2. Inter-organizational Culture and the Cultural Perspectives.- 3. Development of Inter-organizational Culture: The Elements.- 4. Promoting an Inter-Organizational Culture.- 5. Conclusion.