Temporary marketing organizations

Summarises findings from a paper published in the Journal of Marketing on the challenges in working with temporary marketing organizations.

This article summarises “The Temporary Marketing Organization” by Alle`gre L. Hadida, Jan B. Heide and Simon J. Bell, Journal of Marketing, Volume 83, Number 2, 2019, pp 1-18.

Increasingly, marketing activity is being carried out by temporary organizations, which come together to complete a specific task within a predetermined time frame. Temporary organizations are widespread in new product development, business-to-business marketing, and supply chain design. They are also increasingly popular in advertising, in which campaign delivery requires the collaboration of diversely skilled specialists. But such organizations are little studied and poorly understood, raising the risk of suboptimal outcomes....

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