One Size Does Not Fit All: “Cultural DNA” Indicators for Marketing Success [Archive.org URL]

As part of a comprehensive five-year study, Expertise Marketing looked at more than 500 IT service firms respondents’ use and measurement of a variety of methods to attract and retain clients. Without having a single question on the survey questionnaire about a IT service firms’s culture, it became statistically clear that a firm’s “internal personality” or “cultural DNA” influences its eventual success – or failure – in using certain methods to attract or retain clients.

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