Marketing's reputation and influence in the firm

Omar Merlo, Bryan A. Lukas and Gregory J. Whitwell

Journal of Business Research, 2012, vol. 65, issue 3, 446-452

Abstract: 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.

Keywords: Marketing function; Reputation; Marketing's influence; Generic strategy; Role of marketing (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:3:p:446-452

DOI: 10.1016/j.jbusres.2011.03.002

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