Over the past while, organisations have swung away from employing marketing people as CEO, and moved towards the employment of financial people as CEO instead. While this trend is another debate in itself, the truth is that the corporate culture under these two very different CEOs will vary just as much as they do in their personalities. The reason quite simply being that the CEO invariably drives the corporate culture.
So how do you encourage an open innovative culture if the CEO is driving a different and less open culture?
The senior marketing person in the organisation will need to drive innovation and attempt to develop an entrepreneurial culture in the marketing department, as a sub-culture within the firm. This is not easy nor a simple process. However, the marketing department is the logical driving force for this sub-culture.
However, to do this, the senior marketing person will need to be a fairly strong personality with a fair degree of charismatic leadership style, in order to have the strength of character to develop this sub-culture. This would need to be done so as not to compromise the main corporate culture, but rather to blend with it.
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