Upper echelons research in marketing

Kimberly A. Whitler (), Ben Lee (), Ryan Krause () and Neil A. Morgan ()
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Kimberly A. Whitler: University of Virginia Darden School of Business
Ben Lee: Indiana University
Ryan Krause: Texas Christian University
Neil A. Morgan: Indiana University

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 1, No 12, 198-219

Abstract: Abstract Marketing scholars have recently embraced the study of the corporate upper echelons—the executives and board members atop the organizational hierarchy. However, management scholars have researched the upper echelons for decades, with frequent forays into the marketing strategy domain. As a result of progressing in two separate disciplines, the literature on marketing strategy and the upper echelons is fragmented and disjointed. We develop an organizing framework to review extant research and assess and synthesize the knowledge in the upper echelons marketing strategy domain. Our review covers the 14 most influential marketing and management journals from 1984 through February, 2020. Given the relative newness of this research within marketing, we develop a conceptual model fusing existing theory in the upper echelons and marketing strategy literatures, and use this to identify key blind spots and underdeveloped areas of knowledge caused by the two fields’ independent evolutions. Finally, we also examine challenges associated with conducting research in this area and provide recommendations to help researchers and reviewers navigate these challenges to advance theory and practice.

Keywords: Marketing strategy; Strategic marketing; Upper echelons; Marketers in the upper echelons; Upper echelons marketing strategy (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (18)

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DOI: 10.1007/s11747-020-00724-4

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