The Temporary Marketing Organization
| Autor: | Jan B. Heide, Simon J. Bell, Allègre L. Hadida |
|---|---|
| Přispěvatelé: | Hadida, Allegre [0000-0003-2984-6248], Apollo - University of Cambridge Repository |
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Embeddedness business.industry Corporate governance 05 social sciences Principal–agent problem selection enforcement Task (project management) Business economics embeddedness 0502 economics and business New product development agency theory 050211 marketing Business and International Management business Enforcement 050203 business & management Selection (genetic algorithm) temporary organization |
| Zdroj: | Journal of Marketing. 83:1-18 |
| ISSN: | 1547-7185 0022-2429 |
| Popis: | Increasingly, marketing activity is carried out within temporary organizations, whereby teams are assembled to complete a specific task within a predetermined time frame. Such organizations are uniquely suited to promoting various marketing outcomes but are not well understood. From a practical standpoint, their inherent characteristics create organizational challenges that, if not appropriately managed, can compromise performance. Drawing on agency theory and research on embedded ties, the authors conceptualize these challenges in terms of particular selection and enforcement problems. They identify three forms of temporary marketing organizations that vary in their selection and enforcement qualities. Next, the authors develop a conceptual framework that shows the selection and enforcement implications of a temporary organization’s task, timeline, and team composition. They also demonstrate that selection and enforcement mechanisms have portable qualities and can be “imported” to a given temporary organization, from either a prior temporary organization or a larger permanent one. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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