A Roadmap for Reliable Integration: Implications of High Reliability Organizing for Integrated Marketing Communications

Daniel A Gruber

Research output: Contribution to journalArticle

Abstract

IMC practitioners need to learn how to manage a new form of unexpected events in order to be successful in navigating the types of issues which arise in today’s integrated marketing communications environment. This article explains a set of principles articulated in organizational theory to characterize organizations which face unexpected events on a regular basis, and are able to reliably and resiliently respond to them. It discusses examples of these principles in the context of integrated marketing communications and their implications for IMC practitioners. Finally, unintended benefits discovered in teaching these principles to students in the Integrated Marketing Communications program at Northwestern are conveyed.
Original languageEnglish (US)
Number of pages7
JournalJournal of Integrated Marketing Communications
StatePublished - 2012

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