Team Organization Research Articles

Unlocking neurodiversity: the role of horizontal differentiation and social cognitive integration as antecedents of team performance

Purpose This study aims to test a moderated mediation model of the relationship between neurodiversity and team performance, mediated by social cognitive integration and positively moderated by horizontal cognitive differentiation. Design/methodology/approach The authors used neurodiversity survey data from 40 intact organizational teams, including data from all team members and their leaders, and tested the moderated mediation model using bootstrapping. Neurodivergent conditions, horizontal cognitive differentiation (i.e. the distribution of knowledge and expertise among team members, expanding the range of available cognitive resources) and social cognitive integration (i.e. a collaborative process of knowledge sharing, evaluation and elaboration) were evaluated by team members, and team performance was evaluated by the leaders. Findings The results show that neurodiversity fosters social cognitive integration in teams only when horizontal cognitive differentiation is high. Moreover, social cognitive integration mediates the association between neurodiversity and team performance, whereas the remaining main effect of neurodiversity on team performance is positive and significant. Originality/value This study contributes to the limited body of knowledge that examines neurodiversity in organizational settings and presents one of the first empirical tests of the relation between neurodiversity and team outcomes, building on the combination of cognitive differentiation and integration.

Effectiveness and safety of an emergency department-based rapid response system

Rapid Response Systems (RRSs) are designed to assist hospitalized patients who become unstable, aiming to address “failure to rescue” and prevent cardiac arrests. Despite global implementation, evidence of RRS effectiveness is controversial. This study evaluates the effectiveness and safety of an RRS at Maggiore Hospital in Lodi, Italy, focusing on the Medical Emergency Team (MET) organization. The RRS at Maggiore Hospital was established in 2017 using the National Early Warning Score (NEWS) for monitoring. The MET, consisting of an emergency physician and one nurse, operates from 8:00 PM to 8:00 AM. Data from 2014-2019, divided into PRE (2014-2016) and POST (2017-2019) periods, were analyzed. The primary outcomes were unplanned ICU transfers and in-hospital mortality. A difference-in-differences (DiD) design compared outcomes in MET and non-MET wards before and after RRS implementation. Hospitalizations were similar in the PRE and POST periods. A significant reduction in Intensive Care Unit (ICU) transfers was observed overall (0.26%, p=0.005), but not in mortality (0.10%, p=0.47). Both MET and non-MET wards showed reduced ICU transfers, but the decrease was statistically significant only in MET wards. DiD analysis showed no significant reductions in either ICU transfer (p=0.77) or mortality rates (p=0.15) between MET and non-MET wards. The RRS at Maggiore Hospital effectively reduced ICU transfers without increasing mortality, demonstrating its safety. The MET organization did not significantly impact ICU transfers compared to non-MET wards. Further studies should explore additional measures of clinical deterioration to fully assess the impact of RRS.

National Survey on Implantation Practices for Free Bone Flaps: Key Findings and Insights.

In cervico-facial oncology, reconstructive procedures aim to ensure patient survival, restore orofacial functions, and maintain esthetic outcomes. The ultimate goal of these interventions is to provide functional rehabilitation. However, dental rehabilitation following bone-free flap reconstructions remains underutilized. This study evaluates current practices in France and identify the challenges reconstructive surgeons face in implementing dental implant rehabilitation after free bone flap reconstruction in an oncological setting. A nationwide survey was conducted across 52 French hospitals to assess practices related to free bone flap reconstructions and dental implant rehabilitation. An online questionnaire collected data on the epidemiology, rehabilitation practices, team organization, and willingness towards increasing the number of rehabilitated patients following oncological surgeries. Nineteen centers responded, highlighting diverse practices. While most centers perform over 20 free bone flap reconstructions annually, the number of patients receiving implants post-reconstruction was relatively low, with most centers reporting between one and five implant procedures in the past year. Key obstacles to implant rehabilitation included patient irradiation (61%), lack of financial support (61%), absence of a practitioner network (50%), insufficiently trained team members (33%), risk of oncological recurrence (28%), extended operating times for primary implantations (22%), and difficulties with radiological follow-up due to artifacts (17%) CONCLUSION: Despite its potential to enhance patient quality of life, dental implant rehabilitation in oncological patients remains marginal in France. This study highlights the need for standardized protocols and improved collaboration between reconstructive surgeons and dental specialists to increase the rate of rehabilitation following free bone flap reconstructions.

Disease management teams in oncology: State of the art and the experience of a scientific institute of hospitalization and treatment (IRCCS) in Rome, Italy.

This article analyzes the main coordination needs linked to the diagnosis and treatment of oncological diseases, presenting the various integration tools that our healthcare organization adopted to guarantee continuity of care at the IRCCS IFO (Istituto di Ricovero e Cura a Carattere Scientifico Istituti Fisioterapici Ospitalieri) in Rome. The object of investigation is the disease management team (DMT) organization for the diagnosis and treatment of people suffering from oncological disease and the consequences in terms of improving their management. The study focuses, in particular, on the analysis of the different organizational methods chosen for the management of activities related to diagnosis and treatment paths. The results, although preliminary, highlight a great variability in the adoption of integrated organizational models by the different DMTs compatible with the heterogeneity of oncological diseases. The results of this study have highlighted that, despite the diversity of the different DMTs created for different oncological pathologies, DMTs guarantee a patient-centered approach and the creation of shared databases, which facilitates the evaluation of progress and the identification of areas for improvement. This analysis has allowed us to obtain a useful map of the models used by the different DMTs, also laying the foundations for more precise evaluations of their effectiveness. The correct evaluation of the effectiveness of DMTs acquires great importance today, especially if we consider that empirical evidence is not yet in agreement on the real effectiveness of this tool with respect to both the qualitative dimension and the efficiency of interventions.

Enhancing team crafting through proactive motivation: An intervention study.

Although the literature on individual job crafting has proliferated over the past decade, research on the collaborative crafting efforts of organizational teams has lagged behind, which is surprising given the prominence of team-based arrangements in contemporary work and the importance of team proactivity in today's business environment. Drawing on proactive motivation theory and the literature on proactive performance in teams, this article presents a large-scale intervention study aimed at increasing team proactive motivation, including a pretest/posttest control group with 96 teams and 1,077 employees. We study the extent to which a team proactive motivation intervention is associated with changes in three dimensions of team crafting (task team crafting, relational team crafting, and cognitive team crafting) at both 6 months and 1 year after the intervention. We also examine the mediating role of change in the three team-level crafting dimensions in explaining the association between the intervention and change in team performance over time. Our results show that the intervention is positively associated with change in all three forms of team crafting. Furthermore, change in team crafting positively associates with change in team performance 6 months and 1 year after the intervention. (PsycInfo Database Record (c) 2025 APA, all rights reserved).

The reality of pressure ulcers: an exploratory sequential mixed design study in coaches and Paralympic athletes

ABSTRACT Objectives This study aims to explore and understand the knowledge and attitudes of Paralympic athletes and their coaches toward pressure ulcers. By focusing on this underserved population, the study seeks to improve awareness, recognition, and management practices to minimize the health and performance impacts of pressure ulcers in Paralympic sports. Methods Paralympic athletes and their coaches were contacted. Volunteers were included in the exploratory sequential mixed design study. In the quantitative phase, a digital survey was used to evaluate Paralympic athletes’ and coaches’ awareness of pressure ulcers. To gain a deeper understanding of the factors deemed significant in the quantitative analyses, the researcher conducted one-on-one semi-structured interviews with athletes and coaches. The data was analyzed using the SPSS package program and MAXQDA program. Results Ten coaches and 82 Paralympic athletes participated in the study. The sports disciplines were wheelchair basketball (40%), Paralympic table tennis (40%), Paralympic court tennis (10%), and athletics (10%). Coaches’ knowledge about pressure ulcers was low, and athletes’ knowledge was even lower. It was concluded that coaches should improve their attitudes toward pressure ulcers, particularly in the areas of competence and responsibility sharing. During the interviews with the participants, several themes emerged. Conclusion To address pressure ulcers’ significance, it is essential to increase the knowledge level of both athletes and the entire team and adopt a positive attitude. It has been concluded that different areas of expertise in the fields of health and sports should work with a more organized structure and team awareness.

Antecedents and consequences of organization engagement in nonprofit organizations: the case of sport clubs

PurposeThis paper investigates the role of organization engagement and extra-role behavior in nonprofit sport clubs and examines how team dynamics and eudaimonic well-being in sport club members are influential for organization engagement. We further investigate the moderating influence of organizational tenure between team reflexivity and team identification.Design/methodology/approachWe collected data from 545 sport club members in the UK and applied structural equation modeling (SPSS AMOS 29) to test the research model.FindingsThe results show that organization engagement is positively associated with extra-role behavior, except the social dimension of engagement, which is negatively associated. We established that team identification and eudaimonic well-being fully mediate the association between team reflexivity and organization engagement. The moderating effect of organizational tenure supports that team reflexivity is more effective for members with short-term tenure to strengthen team identification.Practical implicationsManagers in sport clubs are advised to consider the type of information exchanged, the way it is discussed, the intensity or regularity of team reflexivity and the degree of interactivity between members as critical factors that influence team dynamics and organization engagement.Originality/valueWe contribute to research in two major ways. First, we extend previous research on organization engagement by offering a multidimensional investigation of organization engagement in a nonprofit sport club context. Second, we extend previous research on organization engagement by introducing new antecedents and consequences in this context.

Evidence and methods to assess preparedness among non-staff units of the Disaster Medicine Service of the Ministry of Defense of Russian Federation deployed in emergencies to eliminate emergency medical and sanitary consequences

Relevance. In Russia, emergency protection efforts by various ministries are guided by the relevant legal regulation based on the Integral National System for Emergency Prevention and Elimination. Its functionality relies on joint cross-departmental capacities to ensure national protection of the population and land from emergencies. Medical capacities are not an exception in this respect. The Medical Service of the Russian Armed Forces manages substantial resources to fulfill this goal. The Disaster Medicine Service of the Russian Defense Ministry was therefore established both as functional subunit of the Russian Armed Forces for emergency prevention and elimination and a critical link within the Russian National Disaster Medicine Service. To maintain the required level of preparedness, further studies regarding the performance of medical units within the Disaster Medicine Service is critically required.The study objective is to investigate the professional capacities among the military medical and civilian professionals employed by central and regional military medical organizations of the Defense Ministry, who are also non-staff members of the Disaster Medicine Service; to identify practical challenges in performing duties and assess the overall preparedness.Methods. This study is based on a survey among military medical and civilian professionals employed by central (n = 81) and regional (n = 146) military medical organizations of the Defense Ministry who are also non-staff members of the Disaster Medicine Service. The survey obtained data regarding the responders’ professional status, duties within non-staff teams, and demographic parameters. Mean and median values, including with upper and lower quartile are reported in the paper.Results and analysis. The study results show that the average age of among medical professionals among non-staff teams of central military medical organizations of the Russian Defense Ministry is 38.8 [6; 17] years and 38.2 [7; 14] years for those employed by regional medical organizations. In central military medical organizations, most medical teams are represented by therapists (25.9 %), followed by thoracic and abdominal surgery (17.3 %), and general surgery (13.6 %); whereas at the regional level teams comprising doctors and nurses prevail (54.8 %), followed by intensivists and general surgeons (9.6 % each), and therapists (8.2 %). Non-staff units of the Disaster Medicine Service of the Defense Ministry, operating within central military medical organizations include more subspecialty teams; on the contrary, regional non-staff units have broad and general specialties. Notably, military medical and civilian professionals employed by central military medical organizations provided emergency primary health care in 61.7 % of cases, whereas specialized medical care, including high-tech medical care was provided in 34.6 % of cases. Military medical and civilian professionals employed by regional military medical organizations provided emergency primary health care in 37.7 % of cases, and specialized medical care, including high-tech medical care in11.6 % of cases. The survey confirmed that while performing their duties, military medical and civilian professionals who were members of the non-staff teams were challenged by the following most significant factors: the level of specialized training, number and quality of staff in the teams, as well as compliance with the regulatory and legal requirements to medical activities performed within the efforts to eliminate medical and sanitary consequences of emergencies. This data allowed to develop relevant parameters and measurements to assess preparedness among the non-staff teams to perform their dutiesConclusion. Professional capacities among the military medical and civilian professionals employed by central and regional military medical organizations of the Defense Ministry, who are also non-staff members of the Disaster Medicine Service was investigated, with the most significant challenges affecting their performance identified. Preparedness was assessed among the non-staff teams of the Disaster Medicine Service of the Russian Defense Ministry in central and regional military medical organizations.

Making an impact: the new 2024 Medical Library Association research agenda

Objective: This research project sought to identify those subject areas that leaders and researcher members of the Medical Library Association (MLA) determined to be of greatest importance for research investigation. It updates two previous studies conducted in 2008 and 2011. Methods: The project involved a three-step Delphi process aimed at collecting the most important and researchable questions facing the health sciences librarianship profession. First, 495 MLA leaders were asked to submit questions answerable by known research methods. Submitted questions could not exceed 50 words in length. There were 130 viable, unique questions submitted by MLA leaders. Second, the authors asked 200 eligible MLA-member researchers to select the five (5) most important and answerable questions from the list of 130 questions. Third, the same 130 MLA leaders who initially submitted questions were asked to select their top five (5) most important and answerable questions from the 36 top-ranked questions identified by the researchers. Results: The final 15 questions resulting from the three phases of the study will serve as the next priorities of the MLA Research Agenda. The authors will be facilitating the organization of teams of volunteers wishing to conduct research studies related to these identified top 15 research questions. Conclusion: The new 2024 MLA Research Agenda will enable the health information professions to allocate scarce resources toward high-yield research studies. The Agenda could be used by journal editors and annual meeting organizers to prioritize submissions for research communications. The Agenda will provide aspiring researchers with some starting points and justification for pursuing research projects on these questions.

Infections Management in the Lung Transplant Setting in Italy: A Web-Survey.

Infections significantly impact morbidity and mortality in lung transplant (LuTx) recipients. This survey focused on documenting current practices regarding the prevention and management of infections in LuTx in Italy. A 52-question survey was administered online in the period from December 1, 2023, to January 31, 2024, assessing center characteristics, Tx team organization, microbiological investigations, infection prevention, and management. All Italian LuTx centers were invited to participate. Nine out of 10 Italian LuTx centers answered. Most centers (6/9, 67%) performed LuTx only on adults. Chronic infection or colonization by Mycobacterium abscessus and Burkholderia cenocepacia is considered a contraindication to LuTx in five and two centers, respectively. For cytomegalovirus D+/R- patients, prophylaxis is used in six centers (67%), with a variable duration from 3 to 12 months. Two centers also use IgG. Three centers (33%) use a pre-emptive strategy. Four centers (45%) screen for Human herpesvirus 8 infection. Regarding antibiotic prophylaxis, most centers (6/9, 67%) utilise a dual regimen of anti-pseudomonal penicillin plus glycopeptide. The two most common durations of antibiotic prophylaxis were 72 h and 7 days, each reported by two centers (22%). Targeted prophylaxis against fungal infections is employed by a minority of centers (4/9, 44%). Inhaled amphotericin B is the most common antifungal, used as targeted prophylaxis (2/4, 50%) and universal prophylaxis (2/5, 40%). Almost all centers (8/9, 89%) involve the Tx infectious diseases specialist in the recipient management since the pre-listing period. There is considerable heterogeneity in infection management among Italian LuTx centers. Establishing a shared platform for data collection and outcome evaluation is essential to improve infection management.

Generational diversity and team innovation: the roles of conflict and shared leadership.

The increasing generational diversity in modern teams has sparked an ongoing debate about its impact on team performance. Grounded in decision-making and social identity theories, this study explores the multifaceted relationship between generational diversity and team innovation performance, examining the mediating roles of cognitive and affective conflicts and the moderating role of shared leadership. The findings from a three-wave survey of five multi-generational teams in a Chinese organization reveal that generational diversity predicts both cognitive and affective conflicts, which subsequently exert opposing effects on team innovation. Shared leadership positively moderates the relationship between cognitive conflict and team innovation, amplifying the indirect positive effect of generational diversity. However, shared leadership does not moderate the relationship between affective conflict and team innovation. These results offer a more nuanced understanding of the dual role of generational diversity in team innovation and underscore the importance of shared leadership in harnessing its potential benefits.

Listen, act and support: An investigation into individual and organisational incivility management in veterinary practice.

This study investigates the impact of workplace and client incivility on veterinary staff wellbeing and job satisfaction, examining both individual responses and organisational support mechanisms to identify best practices for managing incivility. A mixed-methods approach was employed, involving a survey of 192 veterinary professionals from various roles and practice types. The survey measured experiences of incivility, individual factors (anxiety, stress, burnout, job satisfaction and turnover intention) and organisational factors (perceived organisational support, social support and civility climate). Client incivility was a significant predictor of increased anxiety, burnout and stress, while co-worker incivility was a significant predictor of increased anxiety. Organisational support and team civility were found to be significant predictors of job satisfaction and turnover intention, with organisational support mediating the impact of co-worker incivility on anxiety. Qualitative analysis highlighted the importance of listening to staff concerns and taking proactive measures to address incivility. The data are cross-sectional and subjective, and the sample is predominantly female. Effective management of incivility in veterinary practices requires robust organisational support and clear policies. Practices should prioritise listening to staff, fostering a supportive environment and implementing training programs to mitigate the adverse effects of incivility on staff wellbeing and job satisfaction.

Supporting implementation of universal prevention initiatives in K-12 schools: impacts on fidelity through organizational readiness and team functioning in a cluster-randomized trial

BackgroundRural School Support Strategies (RS3) is a bundle of implementation supports (including training, technical assistance, and a virtual learning collaborative) designed for the scale-up of universal prevention initiatives. This study addresses mechanisms of action, exploring whether positive effects of RS3 on implementation fidelity are attributable to improvements in functioning of school implementation teams, and increases in organizational readiness.MethodsData are from a cluster-randomized hybrid Type 3 implementation-effectiveness trial of RS3 among rural Idaho schools implementing Positive Behavioral Interventions and Supports (PBIS). Forty public K-12 schools in Idaho, located in rural areas or townships, were recruited for the trial and were equally randomized to either the basic supports condition, including standard trainings, or to the RS3 condition. Condition was not masked. The mechanistic aims were hypothesized prior to the trial and tested with survey data from individuals on each school’s implementation team (n = 205). Surveys were collected in spring 2019 and 2020 regarding organizational readiness and team functioning. The outcome measure was PBIS implementation fidelity, measured by school teams during the summers of 2019 and 2020 using the Tiered Fidelity Inventory. School-level path models tested the effect of RS3 on implementation fidelity, controlling for baseline, school grade level, and school location. Multilevel (2–1-2) mediation models tested the degree to which individual team members’ perceptions of organizational readiness and team functioning mediated the relationship between school-level experimental condition and fidelity, controlling for the team members’ role.ResultsSchools receiving RS3 reported significantly greater implementation fidelity, although effects were slightly reduced (b = 8.40, p = .056, 95% CI [-0.22,17.01], β = 0.54) after inclusion of baseline and demographic controls. Models indicated a significant indirect effect of RS3 on fidelity through increased team productivity (b = 6.30, SE = 2.63, p = .017, MC 95% CI [0.83,13.86], β = 0.21), and effects through organizational readiness, change commitment, team culture, and team goal setting.ConclusionsExternal supports may improve implementation of universal prevention initiatives in rural schools through improvements in readiness and fostering teaming in organizations.Trial registrationThis research was prospectively registered on ClinicalTrials.gov (NCT03736395), on November 9, 2018.

The Impact of Purposeful Management on the Relationship between Organizational Conflict and Team Proactivity

Higher education is considered one of the important institutions that contribute to providing other institutions with energies, expertise and efficiency due to its energies, human resources and various specializations. Therefore, it is considered the vital artery, which is what made it a subject of great interest. There are some challenges that must be faced. This study focused on three main variables: team proactivity, purposeful management and organizational conflict. A random sample of higher education workers from various universities was taken. Data was collected through a questionnaire and (310) questionnaires were distributed. (235) of them were suitable for analysis. The data were analyzed using the (SPSS) programs version 25, where to analyze the relationship and influence between the three variables. The results showed that there is a positive significant relationship between organizational conflict and team proactivity and that purposeful management has a direct and indirect impact on organizational conflict. team proactivity.

How to report the end-of-life decisions in the clinical record? Proposal of an "ABCD".

Coping with the end of life decision making process in ICU, its complexity adds a challenge for the healthcare team: how to report in the medical record the events and reasoning that led to withholding or withdrawing treatments shifting from intensive to palliative care. Each healthcare team must select the best approach for managing the decision-making process and the necessary rules to ensure a correct clinical history narrative, indicating who must write and what has to be written. Taking into account the team organization, the report may be written not necessarily by the ICU director, but also by a staff physician as a spokesperson in the individual case. Regardless of the variability of each case, four points must be necessarily recorded recalling them with the first four letters of the alphabet (A, B, C, D) for an easier memorization: A= Anamnesis (clinical summary); B= Balancing (remodulation of care); C= Collegiality (sharing of decisions); D= Dialogue (conversation with the patient and/or family members).

Original Research: Is Your Outpatient Office Prepared to Manage an Opioid Overdose?

Outpatient facilities, such as family and adult practice offices, psychiatric offices, and substance use treatment centers, should be equipped to manage medical emergencies and facilitate hospital transfers. Clinics that treat patients with opioid use disorder must be especially prepared to address respiratory arrest due to opioid overdose. The objective of this integrative review was to identify emergency response initiatives already investigated or developed that could be adapted to address opioid-related medical emergencies in the outpatient adult treatment setting. Initial and updated literature searches were conducted using MEDLINE and PubMed. These searches yielded 207 and 60 articles of interest, respectively, and a total of 6 and 18 were selected for retrieval. Of these, 5 and 8, for a total of 13, met the inclusion criteria. We found few publications in the mental health literature to inform or guide outpatient practitioners in preparing their offices for emergencies. This integrative review draws from all areas of the medical literature to identify emergency response strategies that have been developed for outpatient settings. We identified 4 major themes in office emergency preparedness: simulation training, response team organization, equipment readiness, and emergency action protocols. These 4 themes can provide guidance for improving readiness in medical offices, and in ambulatory mental health and substance use clinics. Researchers will need to develop emergency response algorithms that address these themes and assess patient outcomes.

ASSESSING THE ADAPTABILITY OF TEAMS IN AN AGILE ORGANIZATION

The aim of the article is to assess the adaptability of teams in agile organizations that operate in changing market conditions. The study was conducted on a sample of 303 respondents, analyzing such aspects as the speed of adaptation, autonomy, cooperation under pressure, innovation and effective resource management. The results show that adaptability is a key factor influencing team effectiveness, and teams are highly rated in terms of autonomy and innovation. The article provides practical conclusions for managers, indicating that supporting the adaptability of teams can increase the effectiveness of the organization in a dynamic environment.

BEHAVIORAL ACCOUNTING AS A CATALYST IN THE ORGANIZATIONAL TRANSFORMATION PROCESS TOWARD SUSTAINABILITY

This research investigates the role of behavioral accounting as a catalyst in the organizational transformation process towards sustainability using phenomenological methods. The study aims to explore how behavioral accounting identifies individual behavioral factors, designs efficient sustainability systems, and enhances organizational commitment to sustainable practices. The research employs observation, secondary data analysis, and semi-structured interviews with organizational internal team, analyzed through Interpretative Phenomenological Analysis (IPA). Findings indicate that behavioral accounting contributes to organizational sustainability by enhancing transparency in accounting information, thereby minimizing the risk of fund misuse and ensuring efficient resource allocation. This research supports behavioral accounting as pivotal in shaping a sustainable organizational culture, offering both theoretical insights and practical implications.

Transformational Leadership, Organizational Resilience, and Team Innovation Performance: A Model for Testing Moderation and Mediation Effects.

This study adopts transformational leadership as the research subject and aims to explore the effect of transformational leadership on organizational resilience and team innovation performance: to test the mediating role of organizational resilience between transformational leadership and team innovation performance, as well as to examine the moderating role that environmental uncertainty performs in the process of the mediation. By analyzing the data collected from a questionnaire, this research discovered that transformational leadership has a positive effect on team innovation performance, which is mediated by organizational resilience. This relationship is more significant when environmental uncertainty is considered as a moderator in the mediation process. Ultimately, based on the findings illustrated above, this study provides suggestions to improve team innovation performance by developing transformational leadership capabilities and awareness, enhancing the business environment, boosting organizational resilience, and increasing the resilience of enterprises in the context of environmental uncertainty. The contribution of this research is demonstrated by the provision of a set of scientifically grounded recommendations for the administration of organizations and enterprises in underdeveloped regions of China.

Exploring the Pathways of Power Grid Marketing Management Based on Big Data

The electric power industry is undergoing profound transformations driven by big data, posing challenges to the traditional power grid marketing management model. These challenges include neglecting market demands, insufficient data support, and inadequate customer service. The application of big data technology offers innovative solutions for power grid marketing management, encompassing critical aspects such as data collection and integration, storage management, analysis, and mining. By leveraging these technologies, power grid enterprises can precisely understand customer needs, optimize marketing strategies, and enhance operational efficiency. This paper explores strategies for power grid marketing management based on big data, addressing areas such as customer segmentation and personalized services, as well as market demand forecasting and response. Furthermore, it proposes implementation pathways, including essential elements such as organizational structure and team building, data quality and governance systems, training, and cultural development. These efforts aim to ensure the effective application of big data technology and maximize its value.