{"id":56426,"date":"2018-03-09T22:44:14","date_gmt":"2018-03-09T22:44:14","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/the-role-of-corporate-culture-in-a-relationship-marketing-oriented-company-the-nh-case\/"},"modified":"2018-03-09T22:44:14","modified_gmt":"2018-03-09T22:44:14","slug":"the-role-of-corporate-culture-in-a-relationship-marketing-oriented-company-the-nh-case","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/the-role-of-corporate-culture-in-a-relationship-marketing-oriented-company-the-nh-case\/","title":{"rendered":"The role of corporate culture in a relationship marketing oriented company: the nh case"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Oriol Iglesias Bed\u00f3s <\/strong><\/h2>\n<p>Durante la d\u00e9cada de los 70 un numeroso grupo de autores empez\u00f3 a cuestionar la efectividad del paradigma tradicional del marketing, basado en una orientaci\u00f3n transnacional y en el marketing mix, cuando se aplicaba en entornos de servicios. Desde entonces una nueva aproximaci\u00f3n al marketing ha emergido, que enfatiza el desarrollo de relaciones entre las empresas y sus clientes. esta nueva orientaci\u00f3n, conocida como marketing relacional, parece ser especialmente adecuada y proporcionar substanciales beneficios a las empresas industriales y de servicios. Los te\u00f3ricos en este campo sostienen que para esta aproximaci\u00f3n relacional se implemente con \u00e9xito es necesario que previamente se produzca una transformaci\u00f3n en la cultura corporativa de las compa\u00f1\u00edas. Ahora bien, a pesar de estas afirmaciones, hasta la fecha no hay estudios emp\u00edricos sobre las caracter\u00edsticas fundamentales de la cultura corporativa de las empresas relacionales. As\u00ed pues, esta disertaci\u00f3n se interesa por descubrir cuales son las caracter\u00edsticas constitutivas de la cultura corporativa delas organizaciones con una orientaci\u00f3n de marketing relacional. Y, el concepto de cultura corporativa se estudia desde el punto de vista de la escuela simb\u00f3lica, que se interesa por los significados compartidos por los actores sociales en una organizaci\u00f3n. los resultados de la presente investigaci\u00f3n muestran que los dos valores centrales mediante los cuales una organizaci\u00f3n puede orientares al marketing relacional son la orientaci\u00f3n al cliente y la preocupaci\u00f3n por los empleados. Adem\u00e1s, estos dos valores parecen potenciarse mediante cuatro pol\u00edticas: comunicaci\u00f3n, formaci\u00f3n captaci\u00f3n y promoci\u00f3n. Finalmente, se han identificado ocho valores facilitadores de estas cuatro pol\u00edticas: la confianza, el compromiso, el compa\u00f1erismo, la accesibilidad de la direcci\u00f3n, el trabajo en equipo, la innovaci\u00f3n, la movilidad delos empleados y la adaptaci\u00f3n al cambio.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>The role of corporate culture in a relationship marketing oriented company: the nh case<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 The role of corporate culture in a relationship marketing oriented company: the nh case <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Oriol Iglesias Bed\u00f3s <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Ram\u00f3n llull<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 21\/12\/2006<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Jordi Monta\u00f1a Matosas<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: eduard Bonet guino <\/li>\n<li>francesc Sol\u00e9 parellada (vocal)<\/li>\n<li>adriaan Theodorus pruyn (vocal)<\/li>\n<li>ignacio Serrano (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Oriol Iglesias Bed\u00f3s Durante la d\u00e9cada de los 70 un numeroso grupo de autores empez\u00f3 a cuestionar [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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