Stages of research and change of organizational culture in companies involved in Interrelation Marketing

Author: Assistant Professor Dr. Lina Anastasova (Burgas Free University)

Keywords: relationship marketing, customer orientation, corporate culture, culture change, employee training

The paper examines the process stages of the corporate culture identification and change for preparing the company for relationship marketing implementation. The suggestion in the paper is that every Bulgarian company which intends to implement the relationship orientation has to examine and classify its culture according to the model of Deshpande and Farley and to prepare a programme with measures and activities for culture change or enforcement. Changing the corporate culture will facilitate the process of relationship marketing implementation.
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