Marketing Management, 16th Edition

Building the Corporate Culture

Strategic planning happens within the context of the organization. A company’s organization consists of its structures, policies, and corporate culture, all of which can become dysfunctional in a rapidly changing business environment. Whereas managers can change structures and policies (though with difficulty), the company’s culture is very hard to change. Yet creating a viable corporate culture is often the key to market success, as the experience of Southwest Airlines shows.

Southwest Airlines’ resolve to stand out from other airlines is based on providing a supportive, inclusive, and fun company culture.

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