Marketing's reputation and influence in the firm

Autor:	Bryan A. Lukas, Omar Merlo, Gregory J. Whitwell
Rok vydání:	2012
Předmět:	Marketing Return on marketing investment Marketing management business.industry Marketing effectiveness Marketing research business Quantitative marketing research Marketing mix Relationship marketing Marketing strategy
Zdroj:	Journal of Business Research. 65:446-452
ISSN:	0148-2963
Popis:	This study examines whether or not marketing's influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show that the marketing function's reputation in a firm is an important antecedent of marketing's influence in a firm. Results also show that the reputation–influence link is contingent on a firm's particular strategic stance (cost-leadership strategy and differentiation strategy). Results further show that marketing's reputation was good and marketing's influence was strong in the Australian firms surveyed. Directions for future research are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::54e9537c1224e9ff37cd3cccd4179143 https://doi.org/10.1016/j.jbusres.2011.03.002 Zobrazit plný text záznamu Full Text from ScienceDirect