Login | Register

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.

[thumbnail of MQ68421.pdf]
Preview
Text (application/pdf)
MQ68421.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:M. Sc.
Program:Administration
Date:2002
Thesis Supervisor(s):Katsanis, Lea Prevel
Identification Number:HD 9670 C22K45 2002
ID Code:1558
Deposited By: Concordia University Library
Deposited On:27 Aug 2009 17:20
Last Modified:21 Oct 2022 13:01
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

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top