A theory of role stress in boundary spanning positions of marketing organizations |
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Authors: | Jerry R Goolsby |
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Institution: | (1) University of South Florida, Tampa, USA |
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Abstract: | Role stress and its effects on marketing organizations represents one of the most researched areas in marketing. In spite
of this tremendous volume of research, the boundary spanning roles of marketing organizations continue to be plagued by the
deleterious effects of role stress. The theory developed in this article expands current theoretical frameworks used to investigate
role stress impacts in the marketing literature. The theory is integrative and expansive with relation to the body of knowledge
and may serve as a framework for future research. Specific propositions from the model are developed and suggestions for their
empirical testing are discussed. |
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Keywords: | |
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