Cultural domination: the key to market‐oriented culture?

Lloyd C. Harris (Cardiff Business School, University of Wales College of Cardiff, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1998


The past decade has seen a flurry of academic and practitioner interest in organizational culture. This has coincided with an increase of theoretical interest in organizational marketing. However, despite some obvious linkages, there have been few studies examining the links between the two. This paper synthesises existing marketing and culture theory into conceptualisations of organizational and market‐oriented cultures. Specifically, such cultures are presented as stratified, processual and subcultural. Thereafter, the development of a market‐led culture is reviewed in terms of the ability of the subculture of marketing to dominate the wider organizational culture. A series of propositions is forwarded relating to factors which affect this interaction. Conclusions and implications for research are presented and discussed.



Harris, L. (1998), "Cultural domination: the key to market‐oriented culture?", European Journal of Marketing, Vol. 32 No. 3/4, pp. 354-373.

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Copyright © 1998, MCB UP Limited

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