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Journal of the Academy of Marketing Science

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01.08.2011

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

verfasst von: G. Tomas M. Hult

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 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.

Vorheriger Artikel Marketing and the multinational: extending internalisation theory

Nächster Artikel Where is the opportunity without the customer? An integration of marketing activities, the entrepreneurship process, and institutional theory

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Titel: Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories
verfasst von: G. Tomas M. Hult
Publikationsdatum: 01.08.2011
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2011
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-011-0253-6

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