Creating an organizational culture that rewards its members justly for their contributions to the business can be seen to encompass all stakeholders, including employees, distributors, shareholders, and even customers. Indeed, corporate culture is reflected in company partnership programmes as well as customer loyalty and affinity schemes. For example, in some strategic alliances, working partners are offered special access to company information in return for their willingness to share ideas. Companies which value customer feedback often stimulate customer comment by inserting questionnaires in regular communications or as part of online-ordering processes, or by offering prizes for the best responses to statements such as: ‘I like this product because. . .’ in competitions. While promotional inducements seek to attract new business, nformation-gathering incentives support value-building activities.
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