Corporate Culture from a Marketing Perspective

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Corporate Culture from a Marketing Perspective

The term “corporate culture” appeared thanks to the German field marshal HK B. von Moltke in the 19th century. Initially, the concept was used to describe the features of the relationship that were determined between the officers. Now, managers of modern companies are confident that corporate culture is a strategic tool , because it orientates all employees of the organization to achieve common goals. It is for this reason that marketing staff is so important.

The role of corporate culture in marketing

Corporate culture is a set of assumptions that are accepted by each employee of the organization. For any situation, the patterns of behavior that were acquired by the company during the adaptation period to the external environment are determined. At the same time, corporate culture should be distinguished by a high level of efficiency and should be respected by all employees. The effectiveness of staff marketing largely depends on this .

The head of the enterprise must know the established traditions in the company and take them into account. Eliminating or changing traditions can cause strong resistance from all personnel. Existing traditions often contribute to increasing employee loyalty to the enterprise. For this reason, the unification of all employees in one team is guaranteed.

How corporate culture differs from climate

Each company has its own special climate. It determines the characteristics of the interaction between employees, their position and level of trusting. At the same time, staff marketing is more connected not with the climate, but with the corporate culture.

The creation of signs of corporate culture is influenced by the internal goals of the organization , which were defined by specific people.
Set requirements from the management are taken into account.
Interaction with employees of the company is conducted, aimed at their support, encouragement. In some cases, when detecting violations, sanctions may be applied.
The system of governing principles is taken into account .
The mission and code of ethics are taken into account.
The role of corporate culture in the company
Creation of a certain image of the organization , which is taken into account by partners and representatives of society.
Demonstration of uniqueness. As a result, the competitive advantages of the organization are formed.
Formation of a business image in the eyes of customers: responsibility, expertise, professionalism.

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Introducing Marketing into Corporate Culture

Customer focus
For each organization, it is important to gain customers, not lose. For this reason, you need to focus on existing customers. As a rule, organizations operate on the principle of a customer-oriented culture .

Customer focus is the core value according to which a business exists in order to meet demand needs.

By customer focus is meant the ability of the organization and its staff to identify the needs of customers and their wishes in a modern way. Maximize their satisfaction with their products or services. In business, customer focus forms a flow of loyal consumers, helps increase sales, and allows you to beat competitors.

It should be noted that a customer-oriented culture provides a more powerful incentive for close interaction with customers than a product-oriented culture.

Communication with customers is very important for each company, because the more customers, the greater the company’s profit. A working culture with thoughtful relationships can influence positive customer relationships. Moreover, the culture of an organization should always begin with a philosophy and ideas emanating from top management. Each employee of the company must be involved in all work processes and be responsible for the interaction between the staff, because it depends on the contact with customers.

Business Innovation
The need for successful development of the company is assumed, therefore, it is required to take care of introducing innovations into the existing business. Innovation is required to win any preferences.

In addition, you need to work on:

Increasing employee loyalty to the company. Employees should try to actively develop taking into account innovative technologies. At the same time, business processes should be improved.
Reduced resistance to the introduction of organizational changes, which may arise due to the specifics of the existing corporate culture.

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Acceleration of integration and the formation of effective teams that will implement innovative projects.
Marketing staff can contribute to the successful development of the enterprise in accordance with the existing tasks.

Socialization of personnel policy in order to accelerate the adaptation of personnel in the framework of marketing strategy
Many new employees undergo socialization in each company, and often even basic principles have to be explained. It is planned to conduct training and education of new employees so that they work in accordance with the corporate culture. The staff of the enterprise is obliged to perform duties. To increase the chances of success, it is desirable to build an integrated system that will affect the main areas of management. Only in this case a person will quickly pass through socialization.

Internal motivation of staff based on a marketing strategy and quality control of services
Motivation is formed by the corporate culture, which is based on a marketing strategy. The goals of the company and the staff should be the same. The management of the organization should effectively use the potential of employees, using motivation for this. Incentives can be material, social, psychological, thanks to which employees try to successfully complete their tasks. For example, in Japan, many employers take into account the individual characteristics of each employee and successfully solve the company’s internal problems.

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