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Article
A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations
Journal of International Marketing
  • Peter C. Verhoef
  • Peter S. H. Leeflang
  • Jochen Reiner
  • Martin Natter
  • William Baker, University of Akron Main Campus
  • Amir Grinstein
  • Anders Gustafsson
  • Pamela Morrison
  • John Saunders
Document Type
Article
Publication Date
9-1-2011
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.
Citation Information
Peter C. Verhoef, Peter S. H. Leeflang, Jochen Reiner, Martin Natter, et al.. "A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations" Journal of International Marketing Vol. 19 Iss. 3 (2011) p. 59 - 86
Available at: http://works.bepress.com/william_baker/1/