Innovating the Marketing Organization

George Day, Geoffrey T. Boisi Professor Emeritus, The Wharton School

Abstract: Marketing is at the interface of the firm and its present and prospective markets, and is the organizational function that absorbs much of the environmental turbulence. This project is derived from an earlier initiative funded by the Mack Institute on “How Far Beyond the Pill?” which highlighted the role of digital technologies in enabling new forms of customer relationship management, and was the genus of our concept of fluid marketing organizations.

This project will undertake field research to test the three hypothesized structural design factors that support dynamic capabilities and establish a fluid marketing organization, able to anticipate and learn from the environment, and use digital technologies to adapt rapidly.