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A Theory of the Boundary-Spanning Marketing Organization

In: Boundary-Spanning Marketing Organization

Author

Listed:
  • G. Tomas M. Hult

    (Michigan State University)

Abstract

The theory of the firm (Coase 1937) provides the theoretical underpinnings for the firm as an integrated and defined unit based on four basic themes: (1) the reason for the existence of the firm, (2) the logical boundaries of the firm, (3) the organization of the firm, and (4) the heterogeneity of the firm’s actions. For example, the basic issues regarding the firm’s existence include: why do firms emerge, and why are not all transactions mediated by the marketplace? Boundary issues include: why is the boundary between the firm and the marketplace defined as it is (which transactions should reasonably be performed internally, and which should be performed externally)? The notion of the firm’s organization addresses: why are firms structured in a boundary-defining way, and what are the roles of formal and informal relationships? The heterogeneity of the firm captures questions such as: what drives the actions by the firm and the firm’s resulting performance?

Suggested Citation

  • G. Tomas M. Hult, 2011. "A Theory of the Boundary-Spanning Marketing Organization," SpringerBriefs in Business, in: Boundary-Spanning Marketing Organization, edition 127, chapter 0, pages 7-24, Springer.
    • Handle: RePEc:spr:spbrcp:978-1-4614-3819-9_2
    DOI: 10.1007/978-1-4614-3819-9_2
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    Cited by:

    1. Gupta, Suraksha & Czinkota, Michael & Melewar, T.C., 2013. "Embedding knowledge and value of a brand into sustainability for differentiation," Journal of World Business, Elsevier, vol. 48(3), pages 287-296.

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