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

Peter C. Verhoef*, Peter S H Leeflang, Jochen Reiner, Martin Natter, William Baker, A. Grinstein, Anders Gustafsson, Pamela Morrison, John Saunders

*Corresponding author for this work

Research output: Contribution to JournalArticleAcademicpeer-review

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.

Original languageEnglish
Pages (from-to)59-86
Number of pages28
JournalJournal of International Marketing
Volume19
Issue number3
DOIs
Publication statusPublished - 2011

Keywords

  • Business performance
  • Cross-national
  • Empirical generalizations
  • Market orientation
  • Marketing strategy

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