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A Conceptual Discussion of How Social Power Theory and the Extended Marketing Mix Can Be Used to Improve Alignment and Engagement in Organisations

Author

Listed:
  • Sardana Islam Khan

    (Department of Management, RMIT University, Melbourne, VIC 3000, Australia)

  • Michael Shaw

    (Department of Monash Art, Design and Architecture, Monash University, Caulfield Campus, Melbourne, VIC 3145, Australia)

  • Priyantha Bandara

    (Faculty of Business, Charles Sturt University, Melbourne, VIC 3000, Australia)

Abstract

Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with a fresh approach, they may be used to improve engagement. The question is how these two theories can be used to describe performance, connections and power relationships, and how might this change organisations for the better? This conceptual paper combines these two rubrics in a single heuristic that reflects hidden currents in organisations. Understanding how these intersections work can foster greater empowerment for actors and produce efficiencies for management. Learning how to use the points of leverage would be a significant step forward for marketing within and between organisations.

Suggested Citation

  • Sardana Islam Khan & Michael Shaw & Priyantha Bandara, 2026. "A Conceptual Discussion of How Social Power Theory and the Extended Marketing Mix Can Be Used to Improve Alignment and Engagement in Organisations," Administrative Sciences, MDPI, vol. 16(2), pages 1-18, January.
    • Handle: RePEc:gam:jadmsc:v:16:y:2026:i:2:p:59-:d:1846910
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