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 straw man affects firm- cognitive process. introductory queryes paint a pictured that CMO battlefront reflects the importance of marketing at the top (Webster et al, 2003), until now the hard liquor Allen Hamilton study estimates 50% of Fortune 1,000 firms have a CMO bit 80% Fortune 500 firms have a CFO. This account is the first to reflect the importance of marketing at the TMT direct while antecedent researches foc spendd on the strategical employment 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 presence in firms is due to uncertainty in finance is fitting to grow 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 hyp othesize innovation, differentiation, stigmatization outline, outlander CEO and a firm?s performance positively relate to CMO presence. Conversely, high diversification and market dumbness would concoct less likelihood of a CMO whereas marketing and popular watchfulness experience in the TMT could affect CMO presence either-ways. MethodologyThe research uses reliable, high-quality, collateral 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 shot in existential examen using statistical techniques; however a so ft strategy defines a CMO?s role by analyzin! g put amend releases, job descriptions and interviews. Causality shows CMO presence/absence as the opened variable measured against the independent variables. They use a cross-sectional, longitudinal design and time-lagged some variables to avoid reverse causality and hold the line 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 command to view a full essay, order it on our website: OrderEssay.net

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