Title: Exploring Organizational Culture Difference in Relationship Dyads
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.
Publication Year: 2009
Publication Date: 2009-05-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 33
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