search query: @author Cespedes, F.V. / total: 5
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| Author: | Cespedes, F.V. |
| Title: | Agendas, incubators, and marketing organiization. |
| Journal: | California Management Review
1990 : FALL, VOL. 33:1, p. 27-53 |
| Index terms: | MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Because of its boundary-spanning role in the firm, the marketing organization must simultaneously develop new capabilities while also focusing managers limited attention on current goals and sources of revenue. This is especially true in fast-changing and technologically dynamic market environments and is crucial in that portion of marketing activity called selling. A longitudinal study of IBM's field marketing operations is presented. The "agenda setting" and "incubating" aspects of traditional organizational structures (rather than new organizational forms) are emphasized. A view of relationships between strategy and organization is suggested that can provide prerequisites for marketing reorganizations. |
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