CORPORATE CULTURE AND BUSINESS STRATEGY: RIDING ON INTEGRATED MARKETING COMMUNICATION

A company can create and modify its beliefs, values, visions, work systems, and habits to align these with its business strategy.  Its corporate culture should be attuned and developed toward a successful execution of the strategic plan.

If the strategy is to attain competitive advantage through sustained customer satisfaction, the organization’s behavior should be focused and centered on the customer.

Everyone in the organization should work innovatively,  observe proper business ethics, and follow cutting-edge industry practices to develop product quality and to improve customer service.  The combined and cumulative group behavior should create new corporate values that translate into a positive customer experience.

Wikimedia Commons/training_meeting_in_a_ecodesign_stainless_steel_company_in_brazil.jpg/by Alex Rio Brazil/CC-BY-3.0
Wikimedia Commons/training_meeting_in_a_ecodesign_stainless_steel_company_in_brazil.jpg/by Alex Rio Brazil/CC-BY-3.0

The alignment of the corporate culture with the strategic plan should be clearly communicated internally and externally in a timely manner.

The external communication would generally aim at improving the public image of the company and communicating the product and service improvement to the target market.

The marketing team would craft a brand message that would embody the new corporate culture and the marketing goals – an improved product, a better service, an exciting customer experience.  An integrated marketing communication would effectively and efficiently deliver this message.

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