Open Access Repository

Organising IMC functions in the business-to-business environment: the case of the Tasmanian light shipbuilding cluster.


Downloads per month over past year

Wickham, M and Hall, L 2005 , 'Organising IMC functions in the business-to-business environment: the case of the Tasmanian light shipbuilding cluster.', paper presented at the ANZMAC Conference 2005: Broadening the boundaries, 5-7 December 2005, Perth, Western Australia.

PDF (Published Copy)
Wickham_and_Hal...pdf | Download (383kB)
Available under University of Tasmania Standard License.

Official URL:


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 (Kitchen and Schultz, 2003). IMC has been
advanced as a strategy for differentiation by which a firm sends consistent messages from all
contact points resulting in constant message reinforcement, thus maximum impact on the
target audience with minimum promotional expenditure (Kliatchko, 2005). Previous research
has determined that in the face of global pressures, firms within industry clusters exhibited a
natural convergence toward standardised communication practices, thus supporting the
efficacy of the broader IMC perspective in the business-to-business context (see Hall and
Wickham, 2004). In order to understand how multiple firms within an industry cluster
managed their combined IMC functions, this paper explores the roles (and the associated
function) adopted by key individuals within the cluster. In total, this research found evidence
of three distinct roles (IMC Champion, Government Lobbyist, and Cluster Ambassador) that
served to gather, analyse and disseminate marketing information on behalf of the clustered

Item Type: Conference or Workshop Item (Paper)
Authors/Creators:Wickham, M and Hall, L
Keywords: Business-to-business, IMC roles and functions, industry clusters.
Item Statistics: View statistics for this item

Actions (login required)

Item Control Page Item Control Page