INTERNAL MARKETING AND ORGANIZATIONAL CULTURE: A CASE ON MULTI BRANDS COMPANY

ABSTRACT No strategic planning will survive to an human context inside the organizations, with no time spirit, iniciative, nor acting without the values defined by its managers. In short words, without line guides to compose its organizational culture. The anlysis of the organizational culture allows the company to identify unappriopriate cultural factors whose are interfering in the organizational invironament and so in people's relationship, jeopardizing their work performance. This paper focused in organization culture and also the internal marketing appliation as an organization filosofy from marketing area, who contributes to implement the changes in employees behavior, seeking their engagement with organization targets. This research was performed in Comercial Importadora Ltda., a multi brand company with thirty-five employees located in Piracicaba-SP. The research results allowed the company to analyze its culture and indicated how organizational culture analysis contributes to use internal marketing technics revealing the applicability of both concepts.

摘要：任何战略规划若脱离组织内部的人文语境，缺乏时代精神、主动性，且未遵循管理者所确立的价值准则，都将无法存续。简言之，即缺乏构建组织文化的核心指引。对组织文化的分析，能够帮助企业识别干扰组织环境乃至人际互动、进而损害员工工作绩效的不当文化因素。本研究聚焦于组织文化，以及源自营销领域的内部营销（internal marketing）作为组织哲学的应用路径；内部营销有助于推动员工行为变革，助力员工认同并参与组织目标的达成。本研究以位于巴西皮拉西卡巴-圣保罗州（Piracicaba-SP）的多品牌企业Comercial Importadora Ltda.为研究对象，该企业共有35名员工。本研究结果帮助该企业完成了自身文化分析，并阐明了组织文化分析如何结合内部营销技术，从而验证了二者的应用价值。