Companies may adopt different marketing philosophies or orientations while creating, communicating and/or delivering value to their customers. Although the reasons for adopting different marketing orientations may vary broadly, it is imperative that different marketing approaches would require different arrangements of people in the organization along with different combinations of the tasks designated to carry out activities, i.e. different organization structures. Taking the progression in the firm theory as a supplementary force, this study provides an evolutionary analysis of how and why the organizations’ structures differ as their marketing orientations change. The work has been shaped as an essay and comprises of (1) a literature review of the evolution of basic marketing orientations, (2) an analysis of this evolution in relation to the shift in dominant logic of marketing, (3) the underlying rationale of how and why this marketing orientations’ evolution required organizational structure changes as the range of marketing relationships along with firm theory progressed over time and (4) the examples that illustrate how the organization structures change as marketing orientations shift.
Dominant logic of marketing, marketing orientations, organization structure, theory of firm.
Can Pamir is a PhD student at Istanbul Bilgi University, 34060, İstanbul, Turkey (e-mail: email@example.com, firstname.lastname@example.org)
Can Pamir, "
Organizational Structure, Firm Theory and Dominant Logic in Marketing Orientations “An Evolutionary Analysis”," Journal of Economics, Business and Management vol. 4, no. 8, pp.