Abstract
Marketing is an essential functional component of business and is used by organizations to communicate their messages to the public marketplace. Many corporations employ additional assistance from external marketing agencies for developing and delivering marketing campaigns. Worldwide, the spending by the top 100 companies on marketing was in excess of $117.8 billion in 2008. Spending in marketing projects is intended to generate hundreds of billions dollars in the global economy.
This study researched ten people in eight different organizations to understand their experiences have been working in partnership on marketing campaigns, and what impact organizational culture has their partnership. Using an interpretive, grounded theory methodology, this study sought answers to research questions regarding the elements of organizational culture that impact the implementation and success. The results have implications for organizations to improve their partnerships and results when working on marketing projects.