Now more than ever, marketing is assuming a key boundary-spanning role-a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating...

Research on market orientation and organizational learning addresses how organizations adapt to their environments and develop competitive advantage. A significant void exists in current models of market orientation because none of the frameworks incorporates constructs related to innovation....

Now more than ever, marketing has a key boundary-spanning role — a role that has also redefined the composition of the marketing organization. In this SpringerBrief, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating...

Many executives and scholars have argued that effective strategy implementation is at least as important as--if not more important than--developing a brilliant strategy. While there are several extant viewpoints regarding what is required for successful strategy implementation, perhaps the most...