The temporary marketing organization
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Publication Date
2019-03Journal Title
Journal of Marketing
ISSN
1547-7185
Publisher
American Marketing Association
Volume
83
Issue
2
Pages
1-18
Type
Article
This Version
AM
Metadata
Show full item recordCitation
Hadida, A., Heide, J., & Bell, S. (2019). The temporary marketing organization. Journal of Marketing, 83 (2), 1-18. https://doi.org/10.1177/0022242918813119
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.
Identifiers
External DOI: https://doi.org/10.1177/0022242918813119
This record's URL: https://www.repository.cam.ac.uk/handle/1810/287589
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