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A study on temporary marketing organisations co-authored by Dr Allègre Hadida of Cambridge Judge Business School is featured in Marketing News, published by the American Marketing Organisation.

Only temporarily
Dr Allègre Hadida
Dr Allègre Hadida

A study on temporary marketing organisations co-authored by Dr Allègre Hadida, University Senior Lecturer in Strategy at Cambridge Judge Business School, is the focus of a new feature article, entitled “How to use temporary marketing organisations effectively”, in Marketing News, published by the American Marketing Association.

The article outlines how such temporary marketing organisations can boost agility and “drive results in a short period of time”, yet they also pose organisational challenges because their members lack a shared history and face uncertainty regarding future interactions.

So the article includes suggestions on how to best leverage such temporary marketing organisations, which are used in initiatives ranging from advertising to product innovation to event management.

As outlined in a study co-authored by Allègre in the Journal of Marketing, there are three types of temporary marketing organisations: stand-alone, hybrid, and fully embedded – and the study creates a “playbook” that looks at these three types of temporary marketing organisation and their interaction with the “three Ts”: task, time and composition of the team.