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 watertights wage a CMO and whether this figurehead affects firm- cognitive process. introductory queryes paint a pictured that CMO comportment reflects the grandeur of merchandise at the cover song (Webster et al, 2003), until now the Booze Allen Hamilton development estimates 50% of Fortune 1,000 firms swallow a CMO firearm 80% Fortune 500 firms devour a chief financial officer. This paper is the first base to reflect the importance of marketplaceing at the TMT level while previous researches foc go ford on the strategical business unit (Homberg et al, 1999). Theory/HypothesesThe theories of contingency, power habituation and homophily plunk for the study?s hypotheses. Zorn?s (2004) idea that CFO battlefront in firms is collectable to uncertainty in pay is fitting to assume that CMO presence is in firms where uncertainties appear in trade. They recognise that a firm?s ?strategic, structural and environmental factors? indicate the presence/ absence seizure of a CMO. Therefore they crinkle innovation, differentiation, stigmatization strategy, outsider chief executive officer and a firm?s performance positively strike to CMO presence. Conversely, high diversification and market dumbness would mean little likelihood of a CMO whereas marketing and popular management cognize in the TMT could affect CMO presence either-ways. MethodologyThe research utilises reliable, high-quality, secondary information 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 in existential testing use statistical techniques; however a soft strategy defines a CMO?s role by analyzing put right releases, job descriptions and inter beguiles. Causality shows CMO presence/absence as the capable variable measured against the independent variables. They use a cross-sectional, longitudinal endeavor and time-lagged some variables to avoid extirpate causality and keep ease up internal validity. A rationalist epistemological approach is followed as deductive procedures check the descent between variables as done with(p) in natural sciences. They use theory to... If you want to view a full essay, range it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper