Estudio de ANA: La relación entre la cultura organizacional y el crecimiento del negocio es directa
Todd Kaiser, head of the Marketer’s Edge research program of the Association of National Advertisers (ANA) announced that the link between organizational culture and business growth is direct. Initial results revealed that half of surveyed marketers felt their organizations didn’t have the right cultures to achieve growth and that many had seen recent leadership changes that affected the marketing strategies in their companies. The study highlights that agile companies with great marketing executives at the senior level who have the ability to integrate new tools and maintain collaborative relations between the different departments are more likely to experience growth. According to Kaiser, “In all of the Marketer’s Edge research projects, culture has been a common thread and is consistently revealed to be a crucial challenge and also one of the greatest opportunities for achieving growth. The research revealed that successful companies have similarities, including trust across business units, empowered employees, and consumer-centric thinking.”81% of the marketers surveyed agreed that companies with growth cultures adapt successfully to changes in their environment, 50% felt that marketing experts had a clear impact on business success.
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