Toward a Theory of the Boundary-Spanning Marketing Organization and Marketing Insights from 31 Organization Theories

Abstract

Now more than ever, marketing is assuming a key boundary-spanning role – a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas – strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.