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A cross-national investigation into the marketing department’s influence within the firm: towards initial empirical generalizations


Verhoef, Peter C.; Leeflang, Peter S.H.; Reiner, Jochen; Natter, Martin; Baker, William; Grinstein, Amir; Gustafsson, Anders; Morrison, Pamela; Saunders, John (2011). A cross-national investigation into the marketing department’s influence within the firm: towards initial empirical generalizations. Journal of International Marketing, 19(3):59-86.

Abstract

This study of the influence of the marketing department (MD), as well as its relationship with firm performance, includes seven industrialized countries and aims to generalize the conceptual model presented by Verhoef and Leeflang (2009). This investigation considers the antecedents of perceived MD influence, top management respect for the MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation (MO) and business performance (BP). Meta-analytic procedures reveal initial empirical generalizations: Accountability, MD innovativeness, and the customer connection capabilities of the MD relate consistently to all three studied MD influence measures. The generalization also shows that MD influence contributes to BP indirectly through its positive relationship with MO and directly through its positive direct relationship with BP.

Abstract

This study of the influence of the marketing department (MD), as well as its relationship with firm performance, includes seven industrialized countries and aims to generalize the conceptual model presented by Verhoef and Leeflang (2009). This investigation considers the antecedents of perceived MD influence, top management respect for the MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation (MO) and business performance (BP). Meta-analytic procedures reveal initial empirical generalizations: Accountability, MD innovativeness, and the customer connection capabilities of the MD relate consistently to all three studied MD influence measures. The generalization also shows that MD influence contributes to BP indirectly through its positive relationship with MO and directly through its positive direct relationship with BP.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:2011
Deposited On:09 Dec 2016 11:23
Last Modified:17 Feb 2018 16:02
Publisher:American Marketing Association
ISSN:1069-031X
OA Status:Closed
Publisher DOI:https://doi.org/10.1509/jimk.19.3.59
Other Identification Number:merlin-id:14188

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