MARKETING ORGANIZATION - AN INTEGRATIVE FRAMEWORK OF DIMENSIONS AND DETERMINANTS

Although there is increasing interest in topics related to the organiz ation of the marketing function, there is relatively little research t hat relates marketing organization to a business unit's environment. T his article, based on interviews in U.S. and German firms, explores ho w 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 market ing organization to the business environment. The authors then draw on field observations and prior research to describe variations and deve lop 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 po wer of the marketing subunit. The authors conclude with theoretical an d managerial implications.