Department of Marketing

Document Type

Article

Publication Date

9-2011

Abstract

This study of the influence of the marketing department (MD), as well as its relationship with firm performance, includes seven industrialized countries and aims to generalize the conceptual model presented by Verhoef and Leeflang (2009). This investigation considers the antecedents of perceived MD influence, top management respect for the MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation (MO) and business performance (BP). Meta-analytic procedures reveal initial empirical generalizations: Accountability, MD innovativeness, and the customer connection capabilities of the MD relate consistently to all three studied MD influence measures. The generalization also shows that MD influence contributes to BP indirectly through its positive relationship with MO and directly through its positive direct relationship with BP.

Publication Title

Journal of International Marketing

Volume

19

Issue

3

First Page

59

Last Page

86

Required Publisher's Statement

Copyright 2011, American Marketing Association. The original published version of this article may be found at http://dx.doi.org/10.1509/jimk.19.3.59.

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