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When do chief marketing officers have influence on top management teams?
The study analyzes data from 77 large firms (sales ≥ $250 million) to identify key drivers of CMO power. Findings reveal that CMOs wield greater influence when the top management team lacks marketing expertise, as their specialized knowledge becomes a critical resource, particularly in innovative firms navigating market unpredictability. Additionally, CMOs who oversee both marketing and sales functions gain heightened influence due to their control of essential resources and central positioning in decision-making processes. While powerful CMOs do not universally enhance overall firm performance, they significantly boost sales growth in divisionalized organizations by aligning strategies across units. However, their impact diminishes in firms pursuing unrelated diversification, where fragmented goals limit marketing's strategic alignment. The study underscores the importance of assigning CMOs broader responsibilities (e.g., integrated sales and marketing roles) and positioning them as indispensable resources in knowledge-scarce teams. For organizations, these insights highlight the need to evaluate internal expertise and structural alignment when empowering CMOs to drive performance. Ultimately, strategic allocation of CMO authority can shape a firm's competitive future.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| AMP2502 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Briarcliff Manor, NY: Academy of Management 2011 |
|---|---|
| Edisi | Vol. 25, No. 2, May 2011 |
| Subjek | Organizational performance Diversification strategy Sales Growth Executive influence firm innovation Chief Marketing Officer (CMO) |
| ISBN/ISSN | 15589080 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 2 p. |
| Info Detail Spesifik | Academy of Management Perspectives |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |