The Strategic Importance Culture in the Slovenian Food-Processing Industry

Abstract

We are constantly in search of new solutions that could lead to greater success, both in the everyday life, as well as in the business world. Among these, one can certainly find the marketing culture, the importance of which has been growing fast lately. Its characteristics and dimensions help organisations to become more effective. In the past, it was extremely important to maximize profit, while today’s companies focus their attention on the interaction between employees, on the social processes and open approach towards the consumer – client and on the needs and wishes of the partners involved in the process (i.e. partnership marketing). Our research confirms that marketing culture has a positive impact on financial successfulness of the organisation