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

被引:109
|
作者
Hult, G. Tomas M. [1 ]
机构
[1] Michigan State Univ, Eli Broad Coll Business, E Lansing, MI 48824 USA
关键词
Marketing organization; Organization theory; Marketing activities; Networks; Stakeholders; Customer value-creating processes; MOR theory; SUPPLY CHAIN MANAGEMENT; SERVICE-DOMINANT LOGIC; PERFORMANCE IMPLICATIONS; PRODUCT DEVELOPMENT; FIRM; CAPABILITIES; STRATEGIES; KNOWLEDGE; FRAMEWORK; SCOPE;
D O I
10.1007/s11747-011-0253-6
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:509 / 536
页数:28
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