A Market-Based Approach to Understanding Communication and Teamworking

A Market-Based Approach to Understanding Communication and Teamworking: A Multi-Disciplinary Literature Review Peters, Linda D. and Keith P. Fletcher. Academy of Marketing Science Review. Vancouver: 2004.Vol.2004 pg. 1 » Jump to full text Author(s): Peters, Linda D. and Keith P. Fletcher Publication title: Academy of Marketing Science Review. Vancouver: 2004. Vol. 2004 pg. 1 Source type: Periodical ISSN/ISBN: 15261794 Abstract (Document Summary) In this paper, we take an interdisciplinary approach to examining communication and teamworking. We have done this by comparing three discipline-based approaches to understanding the effectiveness of organisational groups, and then show how their interrelationship may provide a single approach to understanding communication and teamworking in organisational groups. Our work may benefit researchers in the field of organisational teamworking in that utilising this single approach takes account of important conceptual interrelationships, and may identify new and valuable areas of further research. It may also benefit practitioners in that they may understand better the importance and impact of communication within business networks, and its influence upon marketplace success. This single approach, which we term a market-based approach, highlights the importance of considering networked environments and social systems in conducting marketing research. Our market-based approach rests upon three main principles: (1) to understand communication and teamworking one must adopt a networked perspective; (2) that internal communications (those between employees) are closely linked and have an important influence upon external communications (with business partners, suppliers, and customers); and (3) that reaching convergence and a mutual understanding between network communicators is the primary function of marketing communications within and between organisational teams. We apply this approach to the complex nature of communication