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Book part
Publication date: 29 May 2018

Per Andersson

The aim of this chapter is to approach marketing organization from a research perspective, research that reflects contemporary practices of the time. This is done through…

Abstract

The aim of this chapter is to approach marketing organization from a research perspective, research that reflects contemporary practices of the time. This is done through a review of some of the central texts in the field. The chapter starts by drawing attention to two previous attempts to review and revisit the field, two influential and frequently cited researchers and texts: Achrol’s (1991) frequently cited article entitled “Evolution of the marketing organization: New forms for turbulent environments” and Homburg and colleagues’ (2000) review a decade later entitled “Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure.”

The chapter then reviews the field around 2010, leading into the author’s own concluding reflections on how circumstances internal and external to organizations have affected the organizing of marketing. The chapter argues that while some ideas and changes after 2010 might be viewed as new, other changes are apparently old changes in new shapes. Attention is drawn to six areas of marketing organization research that have emerged and taken a central position in marketing organization research: (1) the adaptation of marketing practice and organization to various business trends, (2) market- and customer-oriented organizations, (3) shifts in marketing’s general role and influence within the firm, (4) marketing’s strategic role and connection to business management, (5) marketing’s interactions with other internal functions, and (6) marketing organization and the application of a wider spectrum of organization theories.

Abstract

Details

Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

Article
Publication date: 1 April 1998

Lloyd C. Harris

The past decade has seen a flurry of academic and practitioner interest in organizational culture. This has coincided with an increase of theoretical interest in…

7477

Abstract

The past decade has seen a flurry of academic and practitioner interest in organizational culture. This has coincided with an increase of theoretical interest in organizational marketing. However, despite some obvious linkages, there have been few studies examining the links between the two. This paper synthesises existing marketing and culture theory into conceptualisations of organizational and market‐oriented cultures. Specifically, such cultures are presented as stratified, processual and subcultural. Thereafter, the development of a market‐led culture is reviewed in terms of the ability of the subculture of marketing to dominate the wider organizational culture. A series of propositions is forwarded relating to factors which affect this interaction. Conclusions and implications for research are presented and discussed.

Details

European Journal of Marketing, vol. 32 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This…

14758

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Details

Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 14 June 2011

Mohammad Suleiman Awwad and Djouhara Ali Mohammad Agti

The purpose of this paper is to examine the effect of internal marketing, organizational commitment and organizational citizenship behaviors on commercial banks' market

7411

Abstract

Purpose

The purpose of this paper is to examine the effect of internal marketing, organizational commitment and organizational citizenship behaviors on commercial banks' market orientation.

Design/methodology/approach

A quantitative survey methodology was adopted to collect data from commercial (non‐state owned) banks' employees in Jordan. A sample of 365 employees within seven of 13 Jordanian commercial banks was used. Data were analyzed using AMOS 16.0 to determine the interactions between the various factors.

Findings

Empirical findings confirmed that internal marketing, organizational commitment and organizational citizenship behaviors had a positive direct effect on banks' market orientation. In addition, organizational commitment had a positive direct effect on organizational citizenship behaviors.

Practical implications

Jordanian commercial banks should convert internal marketing as a strategy into their core operations and systems to meet employees' demands and the bank goals. This conversion shall make employees show their sincere organizational commitment so that they can express the attitude of organizational citizenship behaviors that are beneficial for the banks' operations and survival.

Originality/value

The paper introduces a new perspective of the associations and interactions that take place between marketing and organizational behavior concepts which affect organizations' market orientation endeavors. While such perspective is considerably new and relevant to general marketing literature, the fact that this paper is one of few papers that focus on internal marketing in Jordan adds to its originality.

Details

International Journal of Bank Marketing, vol. 29 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 June 2002

Birgit Leisen, Bryan Lilly and Robert D. Winsor

Recent research illuminates the important contribution of organizational culture and market orientation to organizational effectiveness. In an attempt to increase the…

13154

Abstract

Recent research illuminates the important contribution of organizational culture and market orientation to organizational effectiveness. In an attempt to increase the conceptual and empirical body of knowledge, explores the links between organizational culture, market orientation, and marketing effectiveness in the context of strategic marketing alliances. Analyzes responses to self‐administered questionnaires returned by 128 such organizations. The findings suggest that organizational culture significantly affects marketing effectiveness, although the individual dimensions of organizational culture have varying degrees of influence upon the dimensions of marketing effectiveness. Among mechanistic or non‐adaptive cultural dimensions, increased internal culture enhances an internal market effectiveness dimension, whereas increased external culture enhances an external market effectiveness dimension. This internal/external alignment is not found for the organic or adaptive cultural dimensions. This same internal/external alignment is found, however, when examining the relationship between market orientation and market effectiveness. Internal aspects of market orientation enhance an internal market effectiveness dimension, whereas increased external orientation enhances an external market effectiveness dimension. Discusses managerial implications.

Details

Journal of Services Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 May 1980

Yoram P. Wind and Robert J. Thomas

Highlights some of the major conceptual and methodological issues involved in organisational buying behaviour. Aims to avoid pitfalls involved in the utilisation of…

2909

Abstract

Highlights some of the major conceptual and methodological issues involved in organisational buying behaviour. Aims to avoid pitfalls involved in the utilisation of research regarding specified issues — at the same time stimulating research aimed at the resolution of these issues. Reviews the current status of organisational buying behaviour, follows this by identifying five potential groups of users of information on organisational buying behaviour. Goes on to focus on the conceptual and methodological issues involved in organisational buying research. Suggests new research directions which, if implemented, could help advance the relevance and quality of organisational buying research. States that academic studies, directly concerned with a better understanding of organisational buying behaviour can be classified as falling into one of three areas the: buying centre (least studied area); organisational buying centre and process; or factors affecting the organisational buying centre and process. Purports that these three concepts can provide the basis for organising much of the diverse research efforts in organisational buying behaviour and goes on to illustrate findings from each of these areas and discusses them in depth.

Details

European Journal of Marketing, vol. 14 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 March 2010

Siu Loon Hoe and Steven McShane

The fields of organizational behavior (OB)/strategy and marketing have taken different paths over the past two decades to understanding organizational learning…

Abstract

The fields of organizational behavior (OB)/strategy and marketing have taken different paths over the past two decades to understanding organizational learning. OB/strategy has been pre-occupied with theory development and case study illustrations, whereas marketing has taken a highly quantitative path. Although relying on essentially the same foundation theory, the two disciplines have had minimal crossfertilization. Furthermore, both fields tend to blur or usually ignore the distinction between structural and informal knowledge processes. The purpose of the paper is to highlight the distinction between informal and structural knowledge acquisition and dissemination processes and propose new definitions to differentiate them. Future research should bring together cross-disciplinary studies from OB/strategy and marketing to develop an organizational learning framework to test structural knowledge processes alongside informal knowledge processes.

Details

International Journal of Organization Theory & Behavior, vol. 13 no. 2
Type: Research Article
ISSN: 1093-4537

Article
Publication date: 15 October 2019

Weisheng Chiu, Doyeon Won and Jung-sup Bae

The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in…

Abstract

Purpose

The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in sport and fitness services.

Design/methodology/approach

Data were collected using a questionnaire survey from 254 employees at each of 12 municipal sport centers in Taipei City and were analyzed primarily using structural equation modeling techniques.

Findings

The results indicated that internal marketing has positive effects on organizational commitment and job performance. Moreover, organizational commitment has a positive influence on job performance and plays a partial mediating role in the relationship between internal marketing and job performance. The findings identify the relationships among internal marketing, organizational commitment and job performance.

Originality/value

This study proposed and tested an empirical model linking internal marketing, organizational commitment and job performance in sport and fitness services. Moreover, this study further probed into the path of influence of internal marketing strategies on job performance of employees by including their organizational commitment in the mediating process. The findings of this study have insightful implications and emphasize the important role of internal marketing in the management of customer service in sports.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 14 March 2016

Seda Yildirim, Ali Acaray and Burcu Candan

The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations…

1054

Abstract

Purpose

The purpose of this paper is to find out whether there was a significant relationship between marketing culture and organizational commitment. In addition, relations between dimensions or marketing culture and dimensions of organizational commitment were investigated. Prior studies have shown that there were significant relationships between organizational culture and organizational commitment. Accordingly it is that there is a significant relationship between marketing culture and organizational commitment.

Design/methodology/approach

This research collected data via survey method in Istanbul, Turkey. The survey forms were implemented to employees who were selected by convenience sampling method from one private bank’s agencies and 318 employees participated to the survey implementation.

Findings

With the help of canonical correlation analyze, it was found out that there was a significant relationship between marketing culture and organizational commitment. Accordingly the main hypothesis was supported. Also relations between dimensions of marketing culture and dimensions of organizational commitment were concluded through their canonical loadings.

Research limitations/implications

This study used two main scales from the literature to determine marketing culture and organizational commitment. For marketing culture, Webster’s (1990) marketing culture scale was preferred to determine marketing culture of employees. Organizational commitment was evaluated in three basic dimensions as affective commitment, continuance commitment and normative commitment according to Meyer and Allen’s (1997) scale. For future studies, different types of scales can be used differently in another service sector or business. The results can give some useful information essentially for managers from banking sector.

Originality/value

This study has an important originality as being the first one that investigates the relationship between marketing culture and organizational culture in a related literature. So it is thought to show significant relations between marketing culture’s factors and organizational commitment’s factors.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. 12 no. 1
Type: Research Article
ISSN: 2042-5961

Keywords

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