Marketing Organization Dynamic Cycles for Enduring Vitality

This explores three typical organizational structures for marketing teams: a decentralized model where marketing is embedded within each business unit, a hybrid approach centralizing some functions while others remain distributed, and a fully integrated model where all marketing is unified.

It then introduces the "circulatory dynamics theory of organizational activation," suggesting that organizations thrive by intentionally oscillating between two states: "energetic extremities," characterized by autonomous, vibrant individual activity, and "strategic cohesion," where the entire company aligns behind central directives.

It argues that neither extreme is ideal if overdone, as excessive decentralization leads to fragmentation, and excessive centralization stifles innovation. Instead, it proposes that marketing organizations can maintain vitality by strategically rotating through these states, applying this pendulum-like movement to its three described forms to foster both creativity and company-wide alignment, thus remaining perpetually adaptable rather than striving for a static "perfect" structure.