Organising IMC roles and functions in the business-to-business network environment

Abstract

As products and distribution channels become more homogenised, and competing on the basis of price more difficult, integrated marketing communications (IMC) has been identified as the ‘new frontier’ for effective differentiation. Research identifying roles and functions of IMC has primarily been focused on firms operating in the final consumer market. This research seeks to extend our understanding of the role and functions of IMC in business-to-business markets, with specific reference to an industry network. In order to achieve this, this paper explores the roles and functions (i.e. the associated organisation of IMC activities) adopted by the Tasmanian Light Shipbuilding Network (TLSN). In total, this research found evidence of three distinct roles (IMC Champion, Government Lobbyist, and Network Ambassador) that together served toimplement the IMC functions of gathering, analysing and disseminating key marketing information throughout the network of firms. This research also presents an IMC framework that represents the manner in which the various network members coordinated the various IMC roles and functions.