The temporary marketing organization

Abstract

Increasingly, marketing activity is carried out within temporary organizations, where teams are assembled to complete a specific task within a predetermined timeframe. 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 which, if not appropriately managed, can compromise performance. Drawing on agency theory and research on embedded ties, we conceptualize these challenges in terms of particular selection and enforcement problems. We identify three different forms of temporary marketing organizations that vary in their selection and enforcement qualities. Next, we develop a conceptual framework which shows the selection and enforcement implications of a temporary organization’s task, timeline and team composition. We also show how selection and enforcement mechanisms have portable qualities and can be “imported” to a given temporary organization, either from a prior temporary organization or from a larger permanent one.