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The organization of marketing activities: A study of decentralised, devolved and dispersed activity

Harris, L.C and Ogbonna, E 2003. The organization of marketing activities: A study of decentralised, devolved and dispersed activity. Journal of Management Studies 40 , pp. 483-512. 10.1111/1467-6486.00348|

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Abstract

Despite a priority research grading by the Marketing Science Institute, the issue of marketing organization is bewilderingly under explored. Whilst advances have been made in conceptualizing marketing organization in networks of large trans‐national corporations, recent research has highlighted the paucity of empirical work into the intra‐firm dispersion of marketing activities. This study is designed to examine just this issue. The aim is to develop data‐grounded insights into the organization and dispersion of marketing activities. A case study finds an unusual form of marketing organization. This form of marketing organization is characterized by the decentralization, devolution and dispersion of community‐oriented marketing management activities driven by empowered operational‐level part‐time‐marketers who either adopt a traditional mix‐management approach or more rarely a relational approach. These findings lead to a range of interesting implications for theorists and practitioners.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
ISSN: 1474-6085
Last Modified: 15 May 2019 14:30
URI: http://orca-mwe.cf.ac.uk/id/eprint/122443

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