Understanding marketing department's influence within the firm

Peter C. Verhoef, Peter S.H. Leeflang

Research output: Contribution to journalArticle

Abstract

Increasing debate centers on the decreasing influence of the marketing department within firms. This study investigates such influence and assesses its determinants and consequences. The results show that the accountability and innovativeness of the marketing department represent the two major drivers of its influence. However, the results do not indicate that the customer-connecting role of the marketing department increases its influence, though this role is important for shaping the firm's market orientation. A marketing department's influence is related positively to market orientation, which in turn is related positively to firm performance. This study also suggests a dual relationship between the marketing department's influence and market orientation. A key implication of this study is that marketers should become more accountable and innovative to gain more influence.
Original languageEnglish
Pages (from-to)14-37
Number of pages24
JournalJournal of Marketing
Volume73
Issue number2
DOIs
Publication statusPublished - Mar 2009

Keywords

  • marketing function
  • cooperation
  • market orientation
  • marketing capabilities
  • business performance

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