Administrative Sciences, Vol. 16, Pages 59: A Conceptual Discussion of How Social Power Theory and the Extended Marketing Mix Can Be Used to Improve Alignment and Engagement in Organisations

Administrative Sciences doi: 10.3390/admsci16020059

Authors:
Sardana Islam Khan
Michael Shaw
Priyantha Bandara

Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with a fresh approach, they may be used to improve engagement. The question is how these two theories can be used to describe performance, connections and power relationships, and how might this change organisations for the better? This conceptual paper combines these two rubrics in a single heuristic that reflects hidden currents in organisations. Understanding how these intersections work can foster greater empowerment for actors and produce efficiencies for management. Learning how to use the points of leverage would be a significant step forward for marketing within and between organisations.

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Sardana Islam Khan www.mdpi.com