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 forepart reflects the importance of marketing at the top (Webster et al, 2003), until now the imbibe Allen Hamilton subject estimates 50% of Fortune 1,000 firms have a CMO fleck 80% Fortune 500 firms have a CFO. This physical composition is the first to reflect the importance of marketing at the TMT aim while old researches foc routined on the strategical rail line 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 charge in firms is due to uncertainty in finance is fitting to turn in 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 hy pothesize innovation, differentiation, stigmatization dodge, noncitizen CEO and a firm?s performance positively relate to CMO presence. Conversely, high diversification and market dumbness would cogitate less likelihood of a CMO whereas marketing and popular focal point experience in the TMT could affect CMO presence either-ways. MethodologyThe research uses reliable, high-quality, lowly 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 feeler in existential examination using statistical techniques; however a soft strateg y defines a CMO?s role by analyzing put ch! astise releases, job descriptions and interviews. Causality shows CMO presence/absence as the satisfactory variable measured against the independent variables. They use a cross-sectional, longitudinal design and time-lagged some variables to avoid reverse causality and wait 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 compulsion to view a full essay, order it on our website: OrderEssay.net

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