Boundary-Spanning Marketing Organization: A Theory and Insights from 31 Organization Theories

by G. Tomas M. Hult

Now more than ever, marketing is assuming a key boundary-spanning role—a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles. Expanding upon his article published in the Journal of the Academy of Marketing Science in 2011, Tomas Hult draws thematic marketing insights from the integration of thirty-one organization theories to advance knowledge on the boundary-spanning marketing organization within four areas: strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.

147 pages, Kindle Edition

First published January 1, 2011

About the author

Dr. Tomas Hult is the Byington Endowed Chair, Professor of Marketing and International Business, and Director of the International Business Center (IBC) in the Eli Broad College of Business at Michigan State University (John W. Byington, a marketing research expert, was a former president of the NPD Group Worldwide Inc.). IBC is classified as a National Resource Center (i.e., CIBER) by the U.S. Department of Education.