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.