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Exploring organizational culture difference in relationship dyads

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  • Plewa, Carolin

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.

Suggested Citation

  • Plewa, Carolin, 2009. "Exploring organizational culture difference in relationship dyads," Australasian marketing journal, Elsevier, vol. 17(1), pages 46-57.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:1:p:46-57
    DOI: 10.1016/j.ausmj.2009.01.001
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