An Analytical Study of Impact of Organisation Culture on Contemporary Marketing Practices in Technology Enabled Firms in India

This paper focuses on the study of the influence of the organization culture on contemporary marketing practices in IT industry when national culture acts as a moderating variable. The study has been undertaken in the IT industries in India with a sample size 237. The research makes use of a mixed method approach with qualitative approach including the meta-analysis of the literature and hypothesis building, and quantitative approach making use of Structural Equation Modelling (SEM) using partial least square method. The results have revealed the fact that Clan is significantly influencing collectivism; Confucian dynamic is significantly influencing Transaction marketing; Hierarchy is significantly related to Collectivism, Database marketing, Interaction marketing, Masculinity, Network marketing, Power distance, Transaction marketing, and Uncertainty avoidance; Market transaction is significantly related to Power distance; Masculinity is significantly influencing Interaction marketing, and Uncertainty avoidance is significantly influencing Database marketing. These revelations have led to the development of a contemporary marketing model and drawing of the implications to the managers to strengthen the marketing strategies. The outcome of this research would be useful for the practitioners as well as the theorists of contemporary marketing.