Development of organizational culture as an element of marketing communications complex

Economic Annals-XXI: Volume 129, Issue 5-6(1), Pages: 64-66

Citation information:
Samonova, T. (2013). Development of organizational culture as an element of marketing communications complex. Economic Annals-XXI, 5-6(1), 64-66. https://ea21journal.world/index.php/ea-v129-17/

Tetyana Samonova
PhD (Economics),
Senior Lecturer,
Kyiv Economic Institute of Management, Ukraine
samonova_tb@ukr.net

Development of organizational culture as an element of marketing communications complex

Abstract. The article analyzes the nature of organizational culture of an enterprise and its correlation with system of marketing communications. It’s determined that the primary role of communication is the formation of forward and backward linkages between the team of company and its management, between a company as a whole and consumers and contractors, leading to mutual influence and adjustment towards optimizing the aspirations of each party.

Organizational culture is well established but not constant system of formal declared and informal philosophy, norms, values, roles, that’s historically being formed by many factors in an organization, and is unique to it, and also is shared by a majority of its members, and is an effective tool for solving problems of external adaptation and internal integration of employees, for full disclosure of their talents and initiative, and thus provides a sustainable growth for the organization.

Organizational culture and marketing communications are interrelated, since both these factors focus on people, society, and their subject is an informational influence. Thus, organizational culture, despite its wider and deeper meaning, can be regarded as an element of communication system, as its core. Acting together, these two factors structure and discipline the organization, form a well-developed system of motivation, create and maintain a favorable image of the organization and ensure its competitiveness and sustainable development.

The ways and approaches to develop an effective organizational culture at enterprises are suggested. For this purpose its structural elements, functions and factors of formation are selected and classified and five stages of the organizational culture development of the company are identified.

Keywords: Organizational Culture; Complex of Marketing Communications; Structural Elements and Functions of Organizational Culture; Factors of Organizational Culture Forming; Norms; Values

JEL Classification: M14; M31

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Received 10.05.2013