Toward a Theory of the Boundary-Spanning Marketing Organization and Marketing Insights from 31 Organization Theories
Journal of the Academy of Marketing Science, Vol. 39, No. 4, 2011
55 Pages Posted: 6 Sep 2010
Date Written: August 29, 2010
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.
Keywords: Marketing, Organization, Theory, Strategy
JEL Classification: M30, M31, L1, L2
Suggested Citation: Suggested Citation
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Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories