Should marketing be cross-functional? Conceptual development and international empirical evidence

Autor:	Christian Homburg, Harley Krohmer, John P. Workman
Rok vydání:	2002
Předmět:	Marketing Public Sector Marketing Qualitative marketing research Marketing management business.industry Economics Dynamism Profit impact of marketing strategy Quantitative marketing research business Relationship marketing Marketing strategy
Zdroj:	Journal of Business Research. 55:451-465
ISSN:	0148-2963
DOI:	10.1016/s0148-2963(00)00176-4
Popis:	While it has frequently been stated that decisions on marketing activities should be made cross-functionally, there is no empirical evidence that shows benefits of performing marketing activities in this way. This paper examines the link between the cross-functional dispersion of influence on marketing activities and performance at the SBU level and considers dynamism of the market, which may moderate the strength of this relationship. Using data from a cross-national study in three industry sectors, the authors find that cross-functional dispersion of influence on marketing activities increases the performance of the SBU. They also find that the relationship between the cross-functional dispersion of influence on marketing activities is negatively influenced by dynamism of the market. This research thus provides empirical evidence for the positive performance implications of cross-functional interaction in the context of marketing activities. D 2002 Elsevier Science Inc. All rights reserved.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4243d7a6b59fd3230a811288f63c6e5b https://doi.org/10.1016/s0148-2963(00)00176-4 Zobrazit plný text záznamu Full Text from ScienceDirect