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Assessing and strengthening internal alignment of new marketing units : An interpretative tool

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  • Catherine Pardo

    (EM - EMLyon Business School)

  • Björn Sven Ivens
  • Kevin Wilson

Abstract

Business-to-business (B2B) marketing is a complexfield requiring companies to put in place organizational units that are able to handle multifaceted interaction processes at the customer interface. Moreover, B2B marketing is characterized by high levels of technological, institutional etc. change. As a consequence, and in order to adapt to new market conditions, companies create new organizational units to take over tasks such as key account management, category management or social media management. These new units are developed within the pre-existing organization. Typically, these new units also display a high degree of cross-functionality since their activities are interdependent with the activities of other units. Hence, the question of alignment is of major importance. In this conceptual paper, we provide a framework for both scholarly research and managerial application. It is based on the concept of frame alignment and offers a lens allowing analyzing internal aligning processes for new B2B marketing units.

Suggested Citation

  • Catherine Pardo & Björn Sven Ivens & Kevin Wilson, 2013. "Assessing and strengthening internal alignment of new marketing units : An interpretative tool," Post-Print hal-02313056, HAL.
    • Handle: RePEc:hal:journl:hal-02313056
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    Cited by:

    1. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.

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