“What if I do this instead of this?”: A study on exploring role negotiation in marketing and events planning organizations

• Main Authors: Blauta, Alyssa Nicole S., Gaurana, Angelique Isabelle B., Santos, Jaime Enrique Gabriel P.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Role conflict; Negotiation in business; Special events—Marketing; Organizational Communication
• Online Access: https://animorepository.dlsu.edu.ph/etdb_comm/73; https://animorepository.dlsu.edu.ph/context/etdb_comm/article/1112/viewcontent/2024_Blauta_What_if_I_do_this_instead_of_this___Full_text.pdf
• Institution: De La Salle University

In current organizations, exploring role negotiation within temporary groups remains relatively unexplored, especially within dynamic and ever-changing environments like the marketing industry. This study analyzes role negotiation (Kramer, 2009) using a sensemaking lens (Weick, 1995) within two marketing and events planning organizations– one with a specialization in client industry or niche, and one without. By examining two organizations, this study compared and contrasted role negotiation through peer-to-peer and supervisor-subordinate interactions. Four major themes were identified through conducting 20 interviews and observing 7 events: Triggering Role Negotiation, Alignment in the Organization, Company Culture, and Clients’ Backgrounds. Similarities emerged, with crises frequently initiating role negotiation, while differences arose in how members made sense of their roles, notably with niche organization members relying heavily on past experiences. Non-communicative elements, such as company culture, also distinctly influenced communication role negotiation in the organizations.