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

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

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: Jul 26, 2017
• Journal: RIMAR - Revista Interdisciplinar de Marketing
• Electronic ISSN: 1676-9783
• 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