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.
Dieser Eintrag ist Teil der Universitätsbibliographie.
Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.
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