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Shopper Marketing And Social Networks: The Path To Integration, Hannah Joy Stolze

Doctoral Dissertations

The purpose of this dissertation is to examine the phenomenon of cross-functional integration of frontline employees supporting complex marketing initiatives. This dissertation contributes to research and managers through the exploration of how integration takes place, how knowledge is integrated across functions through social ties between people, and to begin to inspect its effects on the performance of marketing strategies. Integration captures the state of collaboration and coordination between individuals within and between a firm’s functions. To date, cross-functional integration has been conceptually developed, but not empirically evaluated.

An extensive, multi-disciplinary literature review provides the foundation for understanding integration within the …