Structural marketing: using organizational structure to achieve marketing objectives

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• 作者：Ju-Yeon Lee (1)
  Irina V. Kozlenkova (2)
  Robert W. Palmatier (3)
  
  1. College of Business and Economics ; Lehigh University ; 621 Taylor Street ; Bethlehem ; PA ; 18015 ; USA
  2. Eli Broad College of Business ; Michigan State University ; 632 Bogue Street ; East Lansing ; MI ; 48824 ; USA
  3. Michael G. Foster School of Business ; University of Washington ; 418 Paccar Hall ; Box 353226 ; Seattle ; WA ; 98195 ; USA
  
• 关键词：Organizational structure ; Structural marketing ; Customer ; centric structure ; Innovation ; Relationship marketing
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2015
• 出版时间：January 2015
• 年：2015
• 卷：43
• 期：1
• 页码：73-99
• 全文大小：544 KB
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• 刊物主题：Business/Management Science, general; Marketing; Social Sciences, general;
• 出版者：Springer US
• ISSN：1552-7824

文摘

Academics and business practitioners increasingly recognize the importance of organizational structure in marketing. Yet research examining the effects of different organizational structure design elements on marketing outcomes remains fragmented and scarce. Accordingly, this article seeks to synthesize and extend understanding of how firms use their organizational structural elements to achieve marketing objectives, and to offer a new perspective of structural marketing. In support of this research goal, a cross-disciplinary review of organizational structure, its types, and its characteristics, in combination with theories relevant to the field of marketing, informs an assessment of empirical findings from marketing literature. This synthesis introduces the concept of structural marketing; the article offers both theoretical tenets and testable propositions in support of an initial framework for using organizational structure design elements as strategic marketing variables. Illustrative business cases reinforce these tenets, conceptual arguments, and managerial insights.