Marketing Department Power and Firm Performance
Abstract
This study empirically investigates marketing department power in U.S. firms throughout 1993–2008 and assesses its impact on firm performance. Using a new objective measure of marketing department power and a cross-industry sample of 612 public firms in the United States, the results reveal that, in general, marketing department power increased during this time period. Furthermore, the analyses show that a powerful marketing department enhances...
Paper Details
Title
Marketing Department Power and Firm Performance
Published Date
Sep 1, 2015
Journal
Volume
79
Issue
5
Pages
1 - 20
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