Role Uncertainty and Marketing Performance in Service Firms

Robert Morgan, Nigel Piercy

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Commentators on service organizations often argue that in multi-site firms, branch level, facility-managers tend to make a trade-off between operations and marketing demands. This paper employs a role-theoretic approach to examining some of the problems that these managers face in determining decision-making priorities between operations and marketing. Furthermore, the material is presented around a naive model which attempts to suggest that the role uncertainty of facility managers impinges upon their ability to generate market-orientation at the line level in service firms1. The approach used to conceptualize this tenet draws from the extant literature in industrial psychology/sociology, organizational theory/design, and services marketing, in an attempt to explicate some of the organizational determinants of “operations myopia".
Original languageEnglish
Title of host publicationProceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference
EditorsMichael Levy, Dhruv Grewal
Number of pages5
Place of PublicationCham
Publication date2015
ISBN (Print)9783319131580
ISBN (Electronic)9783319131597
Publication statusPublished - 2015
Externally publishedYes
Event1993 AMS Annual Conference - Bal Harbour, United States
Duration: 26 May 199329 May 1993
Conference number: 22


Conference1993 AMS Annual Conference
Country/TerritoryUnited States
CityBal Harbour
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

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