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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 4/2011

01-08-2011

Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Author: G. Tomas M. Hult

Published in: Journal of the Academy of Marketing Science | Issue 4/2011

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Abstract

Now more than ever, marketing is assuming a key boundary-spanning role—a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value–creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas—strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.
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Metadata
Title
Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories
Author
G. Tomas M. Hult
Publication date
01-08-2011
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 4/2011
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-011-0253-6

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