外文翻译 理解企业文化和企业营销的含义.doc

外文翻译--理解企业文化和企业营销的含义 本科毕业论文设计外文翻译外文题目 Understanding organisational culture and the implications for corporate marketing 外文出处 httpemeraldinsightcomjournalshtmissn 0309-0566European Journal of Marketing Volume 35 httpemeraldinsightcomjournalshtmissn 0309-0566volume 35issue 34Issue 34 2001P356-358 外文作者 Alan MWilson 原文Understanding organisational culture and the implications for corporate marketingAlan MWilson Definition of organisational cultureThe concept of culture has principally stemmed from the study of ethnic and national differences in the disciplines of sociology anthropology and social psychology A good summary of the many definitions for culture developed in each of these disciplines was given by the cultural geographer Haggett 1975 p 238 Culture describes patterns of behaviour that form a durable template by which ideas and images can be transferred from one generation to another or from one group to anotherThree aspects of this definition need further explanation First the transfer of behaviour does not take place through genetics but instead takes place through the social interaction between members of a group Second according to the culture pattern theory eg Benedict 1934 the various elements of a culture tend to form a relatively stable harmonious system and therefore any cultural template is durable and slow to change Third the ideas and images of culture provide a guide for the conduct of acceptable behaviour As such many aspects of the culture are embodied in rules of various sorts some are laws eg against stealing which are backed by official punishment for deviation others are social norms eg about what clothes to wear which are backed by social disapproval and rejection of deviatesInitially within organisational theory scholars used the culture concept as a metaphor to study organisations as forums in which meanings are constructed and expressed through social interactions But as it became part of the voc