A Theory of the Boundary-Spanning Marketing Organization

  • G. Tomas M. Hult
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS, volume 20)


The theory of the firm (Coase 1937) provides the theoretical underpinnings for the firm as an integrated and defined unit based on four basic themes: (1) the reason for the existence of the firm, (2) the logical boundaries of the firm, (3) the organization of the firm, and (4) the heterogeneity of the firm’s actions. For example, the basic issues regarding the firm’s existence include: why do firms emerge, and why are not all transactions mediated by the marketplace? Boundary issues include: why is the boundary between the firm and the marketplace defined as it is (which transactions should reasonably be performed internally, and which should be performed externally)? The notion of the firm’s organization addresses: why are firms structured in a boundary-defining way, and what are the roles of formal and informal relationships? The heterogeneity of the firm captures questions such as: what drives the actions by the firm and the firm’s resulting performance?


Supply Chain Management Market Orientation Marketing Activity Bullwhip Effect Opportunity Network 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2011

Authors and Affiliations

  • G. Tomas M. Hult
    • 1
  1. 1.Michigan State UniversityEast LansingUSA

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