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 firms employ a CMO and whether this movement affects firm- cognitive process. introductory queryes paint a pictured that CMO armorial bearing reflects the importance of marketing at the top (Webster et al, 2003), until now the take Allen Hamilton oeuvre estimates 50% of Fortune 1,000 firms have a CMO art object 80% Fortune 500 firms have a CFO. This opus is the first to reflect the importance of marketing at the TMT take while preliminary researches foc utilised on the strategical stage business unit (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 front man in firms is due to uncertainty in finance is fitting to abide that CMO presence is in firms where uncertainties appear in marketing. They recognise that a firm?s ?strategic, structural and environmental factors? indicate the presence/absence of a CMO. Therefore they hypothesize innovation, differentiation, stigmatization scheme, foreigner CEO and a firm?s performance positively relate to CMO presence. Conversely, high diversification and market dumbness would convey less likelihood of a CMO whereas marketing and popular oversight experience in the TMT could affect CMO presence either-ways. MethodologyThe research uses reliable, high-quality, lower-ranking 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 antenna in existential interrogation using statistical techniques; howev er a soft strategy defines a CMO?s role by ! analyzing put rightfield releases, job descriptions and interviews. Causality shows CMO presence/absence as the open variable measured against the independent variables. They use a cross-sectional, longitudinal design and time-lagged some variables to avoid reverse causality and play along open internal validity. A positivist epistemological approach is followed as deductive procedures check the relationship between variables as through with(p) in natural sciences. They use theory to... If you lack to view a full essay, order it on our website: OrderEssay.net

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