Role stress and its effects on marketing organizations represents one of the most researched areas in marketing. In spite of this tremendous volume of research, the boundary spanning roles of marketing organizations continue to be plagued by the deleterious effects of role stress. The theory developed in this article expands current theoretical frameworks used to investigate role stress impacts in the marketing literature. The theory is integrative and expansive with relation to the body of knowledge and may serve as a framework for future research. Specific propositions from the model are developed and suggestions for their empirical testing are discussed.
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