IDEAS home Printed from https://ideas.repec.org/a/bla/jomstd/v40y2003i2p483-512.html
   My bibliography  Save this article

The Organization of Marketing: A Study of Decentralized, Devolved and Dispersed Marketing Activity

Author

Listed:
  • Lloyd C. Harris
  • Emmanuel Ogbonna

Abstract

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.

Suggested Citation

  • Lloyd C. Harris & Emmanuel Ogbonna, 2003. "The Organization of Marketing: A Study of Decentralized, Devolved and Dispersed Marketing Activity," Journal of Management Studies, Wiley Blackwell, vol. 40(2), pages 483-512, March.
    • Handle: RePEc:bla:jomstd:v:40:y:2003:i:2:p:483-512
    DOI: 10.1111/1467-6486.00348
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/1467-6486.00348
    Download Restriction: no
    File URL: https://libkey.io/10.1111/1467-6486.00348?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Panagiotis Kouvelis & Martin A. Lariviere, 2000. "Decentralizing Cross-Functional Decisions: Coordination Through Internal Markets," Management Science, INFORMS, vol. 46(8), pages 1049-1058, August.
    2. Lloyd C. Harris & Nigel F. Piercy, 1998. "Barriers to Marketing Development in the Barristers’ Profession," The Service Industries Journal, Taylor & Francis Journals, vol. 18(4), pages 19-37, October.
    3. Barry Turner, 1981. "Some practical aspects of qualitative data analysis: One way of organising the cognitive processes associated with the generation of grounded theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 15(3), pages 225-247, June.
    4. Paul Osterman, 1994. "How Common is Workplace Transformation and Who Adopts it?," ILR Review, Cornell University, ILR School, vol. 47(2), pages 173-188, January.
    5. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    6. Karl E. Weick, 1991. "The Nontraditional Quality of Organizational Learning," Organization Science, INFORMS, vol. 2(1), pages 116-124, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zurah Chepkoech Mohammed & Vincent Ngeno & Charles Lagat, 2019. "Environmentally Sustainable Supply Chain Practices, Organisation Culture on Firm Performance. A Mediation Approach," International Journal of Emerging Trends in Social Sciences, Scientific Publishing Institute, vol. 6(2), pages 34-45.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    2. Mandiberg, James M. & Warner, Richard, 2012. "Business development and marketing within communities of social service clients," Journal of Business Research, Elsevier, vol. 65(12), pages 1736-1742.
    3. Leenheer, J. & Bijmolt, T.H.A. & van Heerde, H.J. & Smidts, A., 2002. "Do Loyalty Programs Enhance Behavioral Loyalty : An Empirical Analysis Accounting for Program Design and Competitive Effects," Discussion Paper 2002-65, Tilburg University, Center for Economic Research.
    4. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    5. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    6. Eguchi, Kyota, 2004. "Trainers' dilemma of choosing between training and promotion," Labour Economics, Elsevier, vol. 11(6), pages 765-783, December.
    7. Boucekkine, Raouf & Crifo, Patricia, 2008. "Human Capital Accumulation And The Transition From Specialization To Multitasking," Macroeconomic Dynamics, Cambridge University Press, vol. 12(3), pages 320-344, June.
    8. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    9. Nicholas Bloom & Renata Lemos & Raffaella Sadun & John Van Reenen, 2020. "Healthy Business? Managerial Education and Management in Health Care," The Review of Economics and Statistics, MIT Press, vol. 102(3), pages 506-517, July.
    10. Shi, Lei & Miles, Angela, 2020. "Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction," Journal of Business Research, Elsevier, vol. 113(C), pages 168-179.
    11. Howells, John, 1995. "A socio-cognitive approach to innovation," Research Policy, Elsevier, vol. 24(6), pages 883-894, November.
    12. Fioretti, Guido, 2009. "From men and machines to the organizational learning curve," MPRA Paper 19392, University Library of Munich, Germany.
    13. Cecilia Garcia-Penalosa & Eve Caroli & Philippe Aghion, 1999. "Inequality and Economic Growth: The Perspective of the New Growth Theories," Journal of Economic Literature, American Economic Association, vol. 37(4), pages 1615-1660, December.
    14. Simon Eisele & Martin R. Schneider, 2020. "What Do Unions Do to Work Design? Computer Use, Union Presence, and Tayloristic Jobs in Britain," Industrial Relations: A Journal of Economy and Society, Wiley Blackwell, vol. 59(4), pages 604-626, October.
    15. Tolga Akcura & Kemal Altinkemer & Hailiang Chen, 0. "Noninfluentials and information dissemination in the microblogging community," Information Technology and Management, Springer, vol. 0, pages 1-18.
    16. A. Griffith & J. D. Headley, 1998. "Management of small building works," Construction Management and Economics, Taylor & Francis Journals, vol. 16(6), pages 703-709.
    17. Michael J. Handel & Maury Gittleman, 1999. "Is There a Wage Payoff to Innovative Work Practices?," Economics Working Paper Archive wp_288, Levy Economics Institute.
    18. Muhammad Usman & Ahmed Abdul Hameed & Shahid Manzoor, 2018. "Exploring the links between Ethical Leadership and Organizational Unlearning: A Case Study of a European Multinational Company," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 10(2), pages 28-54, June.
    19. Sandra E. Black & Lisa Lynch & Anya Krivelyova, 2003. "How Workers Fare When Employers Innovate," NBER Working Papers 9569, National Bureau of Economic Research, Inc.
    20. Monika Skorek & Michal Ambroziak, 2016. "Consumerism 3.0 Trends and Their Influence on the Shape of Virtual Br and Communities: The Case of Nutella (Trendy konsumpcjonizmu 3.0 i ich wplyw na ksztaltowanie wirtualnej wspolnoty wokol marek – p," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 13-29.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jomstd:v:40:y:2003:i:2:p:483-512. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-2380 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.