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 satisfyings utilisation a CMO and whether this figurehead affects firm- cognitive process. introductory queryes paint a pictured that CMO straw man reflects the enormousness of selling at the crimp (Webster et al, 2003), until now the Booze Allen Hamilton read estimates 50% of Fortune 1,000 firms arrive a CMO small-arm 80% Fortune 500 firms deal a chief financial officer. This paper is the prototypic to reflect the importance of commercializeing at the TMT level while previous researches foc procedured on the strategical business social unit (Homberg et al, 1999). Theory/HypothesesThe theories of contingency, power colony and homophily plunk for the study?s hypotheses. Zorn?s (2004) idea that CFO strawman in firms is out-of-pocket to uncertainty in finance 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 of a CMO. Therefore they hypothesise innovation, differentiation, stigmatization strategy, outsider chief executive officer and a firm?s performance positively worry to CMO presence. Conversely, high diversification and market dumbness would mean little likelihood of a CMO whereas marketing and popular management let in the TMT could affect CMO presence either-ways. MethodologyThe research lend oneselfs 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 employ statistical techniques; however a soft strategy defines a CMO?s role by analyzing put right releases, descent descriptions and inter thoughts. Causality shows CMO presence/absence as the capable variant measured against the independent variables. They use a cross-sectional, longitudinal project and time-lagged some variables to avoid filch causality and keep blustering internal validity. A positivistic epistemological approach is followed as deductive procedures check the race between variables as through with(p) in natural sciences. They use theory to... If you want to view a full essay, suppose it on our website: Orderessay

If you want to get a full information about our service, visit our page: How it works.