The effect of organisational climate on marketing culture and a study of the industrial companies in Kütahya

The purpose of this study is to investigate whether organizational climates influence marketing cultures. For this purpose, the effect of organizational climates on various marketing culture dimensions have been examined. While the organizational climates that are examined in this study are categorized as bureaucratic, supportive and innovative, the dimensions that help to specify a marketing culture are designated as interpersonal relationships, organizations, sales mission, innovation and inner communication. The data for this study have been collected through conducting a survey over 155 individuals who work in the sales and marketing departments of industrial companies based in the city of Kütahya. It is also important to note that the individuals for the survey have been selected via the judgment sampling method. The collected data have been analyzed with the help of Spss and Amos software; confirmatory factor analysis and structural equation modeling have been used in the analysis. The analysis has indicated that there is a negative causal relation between the bureaucratic organizational climate and the marketing culture dimensions of sales mission, organization and innovation. It has been shown that the supportive organizational climate has a positive causal relation with all of the dimensions that specify the marketing culture. Finally, it has been concluded that the innovative organizational climate has no causal relation with any of the dimensions that specify the marketing culture. It has also been found that bureaucratic organization climate is correlated with the dimension of interpersonal relationships but a causal relation between the two is not present. The conducted research has shown that the supportive organizational climate is the most effective organizational climate in growing the marketing culture through improving the various dimensions that were designated. Keywords: Marketing Culture, Organizational Climate, Kütahya, Industrial Companies