Abstract
The market today is characterized by incredible competition and change. In response, organizations are becoming highly matrixed with multiple functional areas. Marketing as an innovative or adaptive force is playing an increasingly important role in connecting various functional areas in the organization. Marketing managers, as agents for conducting marketing function, are facing the challenge of fulfilling both external and internal boundary spanning roles and committing themselves to cross-functional tasks. Externally, they need to relate the marketing practices to the current needs of customers and suppliers. Internally, they must break the internal barriers and communicate the market intelligence to different functional areas.
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© 2015 Academy of Marketing Science
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Qiu, T. (2015). The Effect of Marketing Managers’ Boundary Spanning Ability on Organizational Culture. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_3
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DOI: https://doi.org/10.1007/978-3-319-11845-1_3
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11844-4
Online ISBN: 978-3-319-11845-1
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