Breadcrumb

 
 

Team-based marketing organizations in the pharmaceutical industry : the performance advantage

Title:

Team-based marketing organizations in the pharmaceutical industry : the performance advantage

Kelly, Jennifer (2002) Team-based marketing organizations in the pharmaceutical industry : the performance advantage. Masters thesis, Concordia University.

[img]
Preview
PDF
5Mb

Abstract

This research examines a whether a team-based marketing department impacts the positive performance of an organization. It examines whether organizations are better able understand its customers, competitors and its environment, and have the mechanisms in place to react quickly to changes in its environment. The market-orientation theory was used to examine this theory and was found to be mediate the team-performance relationship. This study was conducted in the Canadian pharmaceutical industry. The results of this study support that product managers who perceive their marketing departments to be team oriented are also more market oriented and have better marketing department performance outcomes than product manager who do not perceive themselves to be team oriented. Our hypotheses predicted and showed team orientation is positive and significant for market orientation and marketing performance. The research confirms that teams contribute to performance in knowledge based industries and in the product management area. It also confirms that teams are an essential component of a company striving to be more market oriented and customer-focused.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Kelly, Jennifer
Pagination:vii, 127 leaves ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:John Molson School of Business
Date:2002
Thesis Supervisor(s):Katsanis, Lea Prevel
ID Code:1558
Deposited By:Concordia University Libraries
Deposited On:27 Aug 2009 13:20
Last Modified:08 Dec 2010 10:21
Related URLs:
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Document Downloads

More statistics for this item...

Concordia University - Footer