Marketing Organization: An Integrative Framework of Dimensions and Determinants
基于对美国与德国企业的访谈，研究营销组织如何随商业环境变化，提出包含营销与销售结构位置、跨职能分散度和营销子单元相对权力的三维框架，并给出理论和管理启示。
Although there is increasing interest in topics related to the organization of the marketing function, there is relatively little research that relates marketing organization to a business unit's environment. This article, based on interviews in U.S. and German firms, explores how the organization and role of marketing vary across business contexts. After reviewing prior research and describing their methodology, the authors present a conceptual framework that relates aspects of marketing organization to the business environment. The authors then draw on field observations and prior research to describe variations and develop illustrative propositions for three organizational dimensions: (1) the structural location of marketing and sales groups, (2) the cross-functional dispersion of marketing activities, and (3) the relative power of the marketing subunit. The authors conclude with theoretical and managerial implications.