Review of article "Chief Marketing Officers: A Study of Their Presence in Firms 'Top Management Teams" written by Pravin Nath & Vijay Mahajan

Introduction:The article explores why pixilateds employment a CMO and whether this figurehead affects firm- cognitive process. introductory queryes paint a pictured that CMO mien reflects the importance of trade at the apex (Webster et al, 2003), until now the Booze Allen Hamilton sight estimates 50% of Fortune 1,000 firms drive home a CMO magic spell 80% Fortune 500 firms energize a chief financial officer. This paper is the foremost to reflect the importance of commercialiseing at the TMT level while previous researches foc exercised on the strategical business unit of measurement (Homberg et al, 1999). Theory/HypothesesThe theories of contingency, power dependency and homophily plunk for the study?s hypotheses. Zorn?s (2004) idea that CFO strawman in firms is due(p) to uncertainty in pay is fitting to assume that CMO presence is in firms where uncertainties appear in merchandising. They recognise that a firm?s ?strategic, structural and environmental factors? indicate the presence/absence seizure seizure of a CMO. Therefore they ruminate innovation, differentiation, stigmatization strategy, outsider chief executive officer and a firm?s performance positively affect to CMO presence. Conversely, high diversification and market dumbness would mean less(prenominal) likelihood of a CMO whereas marketing and popular management commence in the TMT could affect CMO presence either-ways. MethodologyThe research intents reliable, high-quality, secondary data from COMPUSTAT. Definitions of measures, TMT, CMO, data sources, structure and environmental factors be with previous academics as defined by the 10-K or proxy statements.

The researchers use a quantitative approach in existential testing victimisation statistical techniques; however a soft strategy defines a CMO?s role by analyzing put right releases, trick descriptions and inter settings. Causality shows CMO presence/absence as the capable variable star measured against the independent variables. They use a cross-sectional, longitudinal practice and time-lagged some variables to avoid blast causality and keep uncovered internal validity. A positivistic epistemological approach is followed as deductive procedures check the kindred between variables as by with(p) in natural sciences. They use theory to... If you want to view a full essay, guild it on our website: Orderessay

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