Marketing Organization : An Integrative Framework of Dimensions and Determinants

Workman, John P. ; Homburg, Christian ; Gruner, Kjell E.

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URN: urn:nbn:de:bsz:180-madoc-425516
Document Type: Working paper
Year of publication: 1999
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W006
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-168-9
Edition: [Nachdr. der Ausg.] Koblenz, 1997
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: While there is increasing interest in topics related to organization of the marketing function, there is relatively little research that relates marketing organization to the business unit’s environment. This paper, based on interviews in U.S. and German firms, explores how the organization and role of marketing varies across business contexts. After reviewing prior research and describing the methodology, we present a conceptual framework relating aspects of marketing organization to the business environment. We then draw on our field observations and prior research to describe variations and develop illustrative propositions for three organizational dimensions: (a) the structural location of marketing and sales groups, (b) the cross-functional dispersion of marketing activities, and (c) the relative power of the marketing sub-unit. We conclude with theoretical and managerial implications.
Additional information: Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für Marktorientierte Unternehmensführung) an der WHU Koblenz übernommen.

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