By Courtland M. Bovee, Michael J. Houston, John V. Thill

ISBN-10: 0070068798

ISBN-13: 9780070068797

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The Challenging Spirit From interviews with managers and FLEs, I discovered that being a ‘challenger’ to what many employees referred to as ‘the ordinary banks’ had for a long time been a key part of the organizational members’ enactment of reality. During interviews, many respondents started to speak spontaneously about how important it was for the FI to challenge the ordinary banks without my mentioning it. Others referred to this challenging spirit as a response to my question on what was special about the FI.

As such, they inspire and guide managers to talk to their employees in ways that facilitate employee confessions that are contingent on the customeristic managerial rationality of marketing. Or, in the words of Lusch et al. (2007: 15), leadership in the S-D logic implies that ‘employee-manager interaction compromises conversation and dialog and the development of norms of relational behaviour such as trust, open communication and solidarity’. Organizations permeated by the S-D logic are thus characterized by a confessional and avowing climate.

At this point, it was realized that the organization wasn’t good. It’s very expensive, this entire fi nancing system, and it was a good thing that the choice was made to separate subsidies and loans. The FI got the loans and the Regional Housing Boards got the subsidies’. The FI was given the task of administrating all issues connected with loans and the Regional Housing Boards were given the task of reviewing and approving applications and administrating interest subsidies. However, in 1992, the then government decided to stop offering these special kinds of subsidies and loans.

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Marketing by Courtland M. Bovee, Michael J. Houston, John V. Thill


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