The copycat CMO: firms’ imitative behavior as an explanation for CMO presence

Cecilia Wiedeck () and Andreas Engelen ()
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Cecilia Wiedeck: Technical University Dortmund
Andreas Engelen: Technical University Dortmund

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 4, No 4, 632-651

Abstract: Abstract The present study adds to the CMO literature the perspective of firms’ imitative behavior on why firms have CMOs in their TMT. We propose that a firm’s decision to have a CMO on its TMT is driven not only by contingency-reated considerations but also by social ones, as the decision is significantly influenced by industry peers. Empirical findings based on 505 large US firms from 2000 to 2012 indicate that firms’ imitative behavior is a significant driver of CMO presence, especially when firm uncertainty is strong and inference uncertainty is low. Post hoc analyses indicate that this imitation behavior tends to be performance neutral at best.

Keywords: Chief marketing officer; Imitation; Neoinstitutional theory; Herding; Uncertainty (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11747-017-0533-x

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