Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role-a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization's integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas-strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.