Getting one's own way: An investigation of influence attempts by marketers on nonmarketing members of the firm

摘要

This study examines the relationship between a marketer's use of various attempts to influence a nonmarketing coworker and the coworker's perception of marketing as a credible source of high-quality communications. Research on this topic is important because both the distribution of market intelligence to other firm members and the organization's response to that intelligence depend on marketing's interactions with members of other organizational functions. Results provide general support for the effect of organizational environment and interfunctional dynamics antecedents on marketing's use of various influence strategies and on the outcomes of using those strategies. Implications and future research opportunities are discussed.