理解企业文化和企业营销的含义[文献翻译]

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1、本科毕业论文（设计）外文翻译外文题目Understandingorganisationalcultureandtheimplicationsforcorporatemarketing外文出处EuropeanJournalofMarketingVolume:35Issue:3/42001:P356-358外文作者AlanM.Wilson原文：UnderstandingorganisationalcultureandtheimplicationsforcorporatemarketingAlanM.WilsonDefinitionoforganisationalcultureTheco

2、nceptofculturehasprincipallystemmedfromthestudyofethnicandnationaldifferencesinthedisciplinesofsociology,anthropologyandsocialpsychology.AgoodsummaryofthemanydefinitionsforculturedevelopedineachofthesedisciplineswasgivenbytheculturalgeographerHaggett(1975,p.238):Culturedescribespatternsofbehav

3、iourthatformadurabletemplatebywhichideasandimagescanbetransferredfromonegenerationtoanother,orfromonegrouptoanother.Threeaspectsofthisdefinitionneedfurtherexplanation.First,thetransferofbehaviourdoesnottakeplacethroughgeneticsbutinsteadtakesplacethroughthesocialinteractionbetweenmembersofagrou

4、p.Second,accordingtotheculturepatterntheory(e.g.Benedict,1934)thevariouselementsofaculturetendtoformarelativelystableharmonioussystemandthereforeanyculturaltemplateisdurableandslowtochange.Third,theideasandimagesofcultureprovideaguidefortheconductofacceptablebehaviour.Assuch,manyaspectsofthecu

5、ltureareembodiedinrulesofvarioussorts;somearelaws(e.g.againststealing)whicharebackedbyofficialpunishmentfordeviation;othersaresocialnorms(e.g.aboutwhatclothestowear)whicharebackedbysocialdisapprovalandrejectionofdeviates.Initially,withinorganisationaltheory,scholarsusedthecultureconceptasameta

6、phortostudyorganisationsasforumsinwhichmeaningsareconstructedandexpressedthroughsocialinteractions.Butasitbecamepartofthevocabularyofmanagementthinking,moreandmoreresearchersbegantoemploycultureasavariableratherthanasa``rootmetaphor'',somethingan``organisationhad''versussomething``itwas''.Some

7、oftheearliestreferencestotheconceptofcultureasaninternalorganisationalvariablearefoundintheliteratureoforganisationdevelopment(Jacques,1952;Harrison,1972).Severalresearchersbegantolinkvarioustypesofcultures(e.g.``strongvsweak'')tocertai