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Despite many years of academic research into organisational integration and effectiveness, organisations still struggle to successfully implement strategy and achieve competitive advantage. However, the rapid evolution of marketing technologies such as big data, marketing analytics, artificial intelligence and personalised consumer interactions offer potential for an integrated marketing communication technological capability that aligns and integrates an organisation. Programmatic advertising is one such integrated marketing communication (IMC) technology capability, applying and learning from customer information and behaviours to align and integrate organisational activity. The literature on programmatic is embryonic and a conceptual framework that links its potential to organisational effectiveness is timely. This paper aims to develop a framework showing the potential for programmatic advertising as an IMC technology capability to enhance organisational integration and performance.

An exploratory methodology gained insight from 15 depth interviews with senior marketing executives from both organisations and external advertising agencies.

Four elements of a programmatic integrated organisation were identified and aligned with seven marketing activity levers to deliver firm performance measures.

This research contributes to theory, affirming IMC as a capability and positioning programmatic as a means of organisational integration.

The model also offers guidance for practitioners looking to integrate programmatic into their organisation.

To the best of the authors’ knowledge, this is the first paper to look at programmatic from an IMC perspective and as a means of organisational integration. It is also the first to apply Moorman and Day’s (2016) model to explore organisational integration and programmatic, developing a new model, specifically contextualised for programmatic advertising.

It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively summarizing the key contributions in each of the nine volumes and draw out some lessons and principles I have learned in the process.

Since 1973, the pharmacy operations division of the Kaiser Permanente Medical Care Program (KPMCP) has used long-term action research programs as the principal method for orchestrating change. This chapter covers the evolution of action research theory within large, complex organizations, with particular attention to health care organizations. Four case examples from KPMCP are discussed in depth and mapped to the recently advanced Roth model of insider action research. This model considers external and internal business context, the perceived need to create new organizational capabilities, as well as insider action research theory and learning mechanisms used in change programs. Issues posed by the Roth model are explored, and new theory is advanced regarding the need for a long-term perspective, the advantages and difficulties posed when managers act as insider action researchers, and the quality of data gathering that takes place during insider action research change programs.

The intention is to review the literature dealing with the role and status of research in preparation programmes for educational administrators, and to generate alternative ways to incorporate research into the programmes. To guide the reviews and to generate alternatives, a framework consisting of three categories is used – a historical perspective, the knowledge base and faculty orientations. A primary conclusion is that educational administration must not only improve the quality and increase the quantity of research, but programmes must also be changed to include research in central and coherent ways.

In this story, I provide a personal history of Norman Denzin's profound influence on the development of interpretive qualitative inquiry, and on me, over the past 30 years. Norman saw the need to move qualitative inquiry from the field to the text to the reader in order to meet the needs of a new and broadening global generation of qualitative researchers, writers, and performance artists who did not want merely to describe the world but rather to interpret, critique, and change it. Through new journals, handbooks, and international/cross-disciplinary conferences, Norman provided the leadership and kindness that inspired the development of a new global community of qualitative researchers committed to social justice and to showing how to feel the sufferings of others.

The purpose of this paper is to better understand the conditions associated with serving on boards by investigating the factors that distinguish older volunteers who serve on nonprofit boards from those who only volunteer programmatically.

Surveys of 354 residents of Southeastern North Carolina over age 50. Measures include education, wealth, retirement status, public service motivation (PSM), patterns of residential mobility, secular and religious organization meeting attendance, and volunteer activity in the past year. Data were analyzed using a Heckman probit selection model.

Respondents who have higher levels of education, are retired, or have lived in the community for longer periods are more likely to report board volunteering, but are not any more likely to volunteer programmatically. Those with higher levels of PSM are more likely to report general volunteering, but are not any more likely to volunteer on boards. Two measures reveal divergent findings based on type of volunteering: moving frequently in one’s lifetime and attending weekly religious services are associated with a greater likelihood of programmatic volunteering but a reduced likelihood of serving as a board member.

Limitations include self-reported, cross-sectional data, and a geographically restricted American sample that is older, more educated, and more likely to own a second home than average.

In order to better address board member recruitment, nonprofits should consider extending opportunities through strategies targeting retired community newcomers.

This study contributes an analysis of PSM among nonprofit board members, and identifies factors that distinguish programmatic and board volunteers, in order to better understand the conditions associated with board service.

Our understanding of leaders and the role they play in organizations and society is changing, which has important implications for leadership education. At the turn of the century, society began to move from a mechanistic understanding of leadership to a more ecological one. The latter, ecological approach to leadership is characterized by collective decision-making, collaboration, shared leadership, and grassroots organization. While leadership educators have acknowledged this shift, more case examples are needed to illuminate practical implications for leadership. This study of county 4-H associations uses an explanatory sequential mixed methods design to explore the relationship between three factors: (a) subjects’ levels of hierarchical and systemic thinking; (b) how their associations engage in leadership and organizational learning; and (c) programmatic success. While no direct relationship emerged between programmatic success and subjects’ levels of hierarchical and systemic thinking, mixed methods results revealed several distinctions between high and low scoring programs’ approaches to leadership. These distinctions support an ecological approach to leadership, which in turn impacts modern approaches to leadership education.

The purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies.

The research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites.

Findings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data.

The 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time.

Branded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research.

This study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem.

This study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.

We have been working together for more than 40 years with some success. In this chapter, we use that lengthy collaboration to suggest what elements and processes have been important for us, and, which we believe are important for working together more generally. These include: the local environment for collaborative research; the dynamics of an ongoing collaboration; the process of managing collaboration; the impact of personal styles; the changing nature of collaboration the longer it continues; the impact of career changes; and the role of successful outcomes. We examine what lessons we have learned and make some observations about our experience in relation to more general ideas about collaboration.