Deshpandé and Webster have identified the linkage between corporate culture and innovation adoption as an important industrial marketing topic. In the present study, this relationship is examined by both qualitative and quantitative research methods. The linear regression model, which depicts the corporate culture of adaptive companies attempting to survive in a competitive international environment, demonstrates that corporate culture is predictive of technology adoption. Qualitative data collected through in-depth interviews supplement quantitative results. The divergent cultures and survival modes for innovative and noninnovative companies are presented. Theoretical and methodological implications for marketing research are discussed, and management implications for industrial marketers are presented. Benefits of juxtaposing qualitative/quantitative methods are illustrated.
Get full access to this article
View all access options for this article.
References
1.
Achrol, Ravi S.1991. "Evolution of the Marketing Organization: New Forms for Turbulent Environments."Journal of Marketing55 (October): 77-93.
2.
Attewell, Paul
. 1992. "Technology Diffusion and Organizational Learning: The Case of Business Computing."Organization Science3 (February): 1-19.
3.
Bonoma, Thomas V.
and Wesley J. Johnston. 1978. "The Social Psychology of Industrial Buying and Selling."Industrial Marketing Management17: 213-244.
4.
Boulding, Kenneth E.1981. Evolutionary Economics. Beverly Hills, CA: Sage.
5.
Cherian, Joseph
and Rohit Deshpande. 1985. "The Impact of Organizational Culture on the Adoption of Industrial Innovation." In AMA Proceedings. Vol. 51. Ed. Robert F. Luschet al.Chicago: American Marketing Association, 31-34.
6.
Crow, Lowell E.
and Jay D. Lindquist. 1985. "Impact of Organizational and Buyer Characteristics on the Buying Center."Industrial Marketing Management14 (February): 49-58.
7.
Davies, Stephen
. 1979. The Diffusion of Process Innovations. Cambridge: Cambridge University Press.
8.
Deal, Terrence E.
and Allan A. Kennedy. 1982. Corporate Cultures: The Rites and Rituals of Corporate Life. Reading, MA: Addison-Wesley.
9.
Deshpandé, Rohit
, John U. Farley, and Frederick E. Webster, Jr.1993. "Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrad Analysis."Journal of Marketing57 (January): 23-27.
10.
Deshpandé, Rohit
and Frederick E. Webster, Jr.1989. "Organizational Culture and Marketing: Defining the Research Agenda."Journal of Marketing53 (January): 3-15.
11.
De Vos, George A.1973. Socialization for Achievement; Essays on the Cultural Psychology of the Japanese. Berkeley: University of California Press.
12.
Duncan, Robert B.1972. "Characteristics of Organizational Environments and Perceived Environmental Uncertainty."Administrative Science Quarterly17: 313-327.
13.
Ellen, Pam Scholder
, William O. Bearden, and Subhash Sharma. 1991. "Resistance to Technological Innovations: An Examination of the Role of Self-Efficacy and Performance Satisfaction."Journal of the Academy of Marketing Science19 (Fall): 297-307.
14.
Firat, A. Fuat
, Nikhilesh Dholakia, and Richard P Bagozzi, eds. 1987. Philosophical and Radical Thought in Marketing. Lexington, MA: Lexington Books.
15.
Fox, John
and Georges Monette. 1992. "Generalized Collinearity Diagnostics."Journal of the American Statistical Association87 (March): 178-183.
16.
Gatignon, Hubert
and Thomas S. Robertson. 1989. "Technology Diffusion: An Empirical Test of Competitive Effects."Journal of Marketing53 (January): 35-49.
17.
Hayes, Robert H.
and William J. Abernathy. 1980. "Managing Our Way to Economic Decline."Harvard Business Review58 (July-August): 67-77.
18.
Hofstede, Geert, Bram Neuijen
, Denise Daval Ohayv, and Geert Sanders. 1990. "Measuring Organizational Cultures: A Qualitative and Quantitative Study across Twenty Cases."Administrative Science Quarterly35 (June): 286-316.
19.
Hottenstein, Michael P.
and James W. Dean, Jr.1992. "Managing Risk in Advanced Manufacturing Technology."California Management Review34 (Summer): 112-126.
20.
Hunt, Shelby D.
, Van R. Wood, and Lawrence B. Chonko. 1989. "Corporate Ethical Values and Organizational Commitment in Marketing."Journal of Marketing53 (July): 79-90.
21.
Lincoln, Yvonna S.
and Egon G. Guba. 1985. Naturalistic Inquiry. Beverly Hills, CA: Sage.
22.
McCracken, Grant
. 1988. The Long Interview. Newbury Park, CA: Sage.
23.
Midgley, David F.
and Grahame R. Dowling. 1978. "Innovativeness: The Concept and Its Measurement."Journal of Consumer Research4 (March): 229-242.
24.
Miller, Danny
. 1992. "Environmental Fit versus Internal Fit."Organization Science3: 159-178.
25.
Morgan, Gareth
. 1986. Images of Organization. Beverly Hills, CA: Sage.
26.
Nunnally, Jum C.1967. Psychometric Theory. New York: McGraw-Hill.
27.
Nunnally, Jum C.1978. Psychometric Theory. Second Edition.New York: McGraw-Hill.
28.
Ouchi, William G.1981. Theory Z: How American Business Can Meet the Japanese Challenge. Reading, MA: Addison-Wesley.
29.
Peters, M. P
and M. Venkatesan. 1973. "Explorations of Variables Inherent in Adopting an Industrial Innovation."Journal of Marketing Research10 (August): 312-315.
30.
Robertson, Thomas S.1971. Innovative Behavior and Communication. New York: Holt, Rinehart & Winston.
31.
Robertson, Thomas S.
and John G. Myers. 1969. "Personality Correlates of Opinion Leadership and Innovative Buying Behavior."Journal of Marketing Research6 (May): 164-168.
32.
Robertson, Thomas S.
and Yoram Wind. 1980. "Organizational Psychographics and Innovativeness."Journal of Consumer Research7 (June): 24-31.
33.
Rogers, Everett M.1983. Diffusion of Innovations. Third Edition.New York: Free Press.
34.
Schein, Edgar H.1985. Organizational Culture and Leadership. San Francisco, CA: Jossey-Bass.
35.
Sheth, Jagdish N.
, ed. 1981. "Psychology of Innovation Resistance: The Less Developed Concept (LDC) in Diffusion Research." In Research in Marketing. Greenwich, CT: JAI, 273-282.
36.
Smircich, Linda
. 1983. "Concepts of Culture and Organizational Analysis."Administrative Science Quarterly28 (September): 339-358.
37.
Smircich, Linda
and Charles Stubbart. 1985. "Strategic Management in an Enacted World."Academy of Management Review10 (4): 724-736.
38.
Soni, Praveen K.
, Gary L. Lilien, and David T. Wilson. 1993. "Industrial Innovation and Firm Performance: A Re-Conceptualization and Exploratory Structural Equation Analysis."International Journal of Research in Marketing10 (December): 365-380.
39.
Thompson, James D.1967. Organizations in Action: Social Science Bases of Administrative Theory. New York: McGraw-Hill.
40.
Urban, Glen L.
and Eric Von Hippel. 1988. "Lead User Analyses for the Development of New Industrial Products."Management Science34 (May): 569-582.
41.
Wallach, Ellen J.1983. "Individuals and Organizations: The Cultural Match."Training Journal37 (February): 29-36.
42.
Wallendorf, Melanie
and Russell W. Belk. 1989. "Assessing Trustworthiness in Naturalistic Consumer Research." In Interpretive Consumer Research. Ed. Elizabeth C. Hirschman.Provo, UT: Association for Consumer Research, 69-84.
43.
Weick, Karl
. 1979. The Social Psychology of Organizing. Second Edition.Reading, MA: Addison-Wesley.
44.
Wince-Smith, Deborah L.1991. "Perspectives on U.S. Technological Competitiveness."Business and the Contemporary World4 (Autumn): 20-26.
45.
Zeithaml, Carl P.
and Valerie A. Zeithaml. 1984. "Environmental Management, Revising the Marketing Perspectives."Journal of Marketing48 (Spring): 46-53.
