WHEN MARKETING INVOLVEMENT MATTERS AT THE MANAGER LEVEL

This study examined how interdependencies created by domain similarity and resource dependence are related to interdepartmental power. Specifically, the study focused on the relationship between public relations and marketing departments from the perspective of 262 public relations practitioners in the United States. Findings indicate that domain similarity and resource dependence between the two departments is positively associated with the eventual take over of the less powerful department (public relations) by the more powerful department (marketing). The author is an associate professor in the public relations program of the Department of journalism at San Diego State University. An earlier version of this article was presented to the Public Relations Division of the Association for Education in journalism and Mass Communication in Boston.