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

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.

Keywords: Marketing, Organization, Theory, Strategy

JEL Classification: M30, M31, L1, L2

Suggested Citation

Hult, G. Tomas M., Toward a Theory of the Boundary-Spanning Marketing Organization and Marketing Insights from 31 Organization Theories (August 29, 2010). Journal of the Academy of Marketing Science, Vol. 39, No. 4, 2011. Available at SSRN: https://ssrn.com/abstract=1668065 or http://dx.doi.org/10.2139/ssrn.1668065

G. Tomas M. Hult (Contact Author)

Michigan State University ( email )

East Lansing, MI 48824-1121
United States

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