Exploring organizational culture difference in relationship dyads

Carolin Plewa

Australasian marketing journal, 2009, vol. 17, issue 1, 46-57

Abstract: 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.

Keywords: Business-to-business relationships; Organizational culture difference; Dyad; Structural equation modelling (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:17:y:2009:i:1:p:46-57

DOI: 10.1016/j.ausmj.2009.01.001

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