Skip to main content

Research Repository

Advanced Search

Inter-functional collaboration and inter-organizational relationships in communications strategy implementation

Canacott, J.; Ellis, N.; Tadajewski, M.

Inter-functional collaboration and inter-organizational relationships in communications strategy implementation Thumbnail


Authors

M. Tadajewski



Abstract

There is a dearth of empirical studies focusing on marketing implementation, especially regarding the interplay between different functional areas and service providers. To fill this gap, this paper explores running a communications campaign across several organizations. It takes a practitioner perspective via agency and client interviews embedded within a longitudinal case study. We find that practitioners argue that closer collaboration between sales and marketing functions is vital. However, there appears to be little awareness of some of the processes that influence successful strategy implementation, particularly the impact of interpersonal and inter-organizational relationships.

Citation

Canacott, J., Ellis, N., & Tadajewski, M. (2018). Inter-functional collaboration and inter-organizational relationships in communications strategy implementation. RIMAR, 8(1), 1-16. https://doi.org/10.4025/rimar.v8i1.41078

Journal Article Type Article
Acceptance Date Sep 29, 2017
Online Publication Date Jan 31, 2018
Publication Date Jan 1, 2018
Deposit Date Jul 26, 2017
Publicly Available Date Mar 28, 2024
Journal RIMAR - Revista Interdisciplinar de Marketing
Publisher Departamento de Administração da UEM - Universidade Estadual de Maringá
Peer Reviewed Peer Reviewed
Volume 8
Issue 1
Pages 1-16
DOI https://doi.org/10.4025/rimar.v8i1.41078
Public URL https://durham-repository.worktribe.com/output/1351180

Files





You might also like



Downloadable Citations