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Title: Contingency and Institutional Perspectives within the Liberal Professional Organisation
Authors: Cohen, G
Sims, D
Keywords: Marketing;Professional Organisation;Contingency theory;Institutional theory;Accountancy firms;Law firms
Issue Date: 2007
Publisher: British Academy of Management
Series/Report no.: BAM Conference Proceedings 10267, Sep 2007
Abstract: This developmental paper will argue the necessity of drawing on both the contingency and institutional theories when researching the professional organisation. It is based on a doctoral thesis that addresses the barriers to acceptance and application of marketing within accountancy and law firms. The paper briefly presents the relevant definitions of the professions and the role of the marketing function within the organisation. The Contingency approach and its relevance to theory building and research in marketing have been identified. Conversely, the Institutional approach has been identified as relevant to the professions. The two approaches are separately outlined and their theoretical foundations traced. Finally, two theoretical models are proposed for discussion. The theoretical model that has been further developed for the thesis explains the barriers to marketing as a result of organisational conflict between the need for response to contingency pressures and the internal and external institutional isomorphic pressures of maintaining professional legitimacy with the implications of forfeiting organisational efficiency.
ISBN: 0-9549608-3-1
Appears in Collections:Business and Management
Brunel Business School Research Papers

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