Product managers' influence tactics in marketing strategy development and implementation.

Product and market management continues to dominate marketing organization structures. These structures allow cost-effective management of the marketing mix for the product as well as timely reaction to problems in the marketplace. However, product management also creates problems, which arise mainly from product managers' lack of authority over functional departments that execute their plans. Organizational research suggests that a manager's ability to employ upward and lateral influence may provide a key to achieving cooperation from implementing departments. Previous research identified an array of intra-organizational influence tactics, however, understanding when specific tactics will successfully motivate cooperation still eludes managers. In an effort to provide additional insight to this problem, this paper examines the concepts of intra-organizational influence using the Leader-Member Exchange Model in a social exchange framework. Integrating these literatures, we develop a model of management influence exchange, offer several research propositions, and suggest directions for future research. [ABSTRACT FROM AUTHOR]