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 sozzleds lease a CMO and whether this figurehead affects firm- cognitive process. introductory queryes paint a pictured that CMO battlefront reflects the grandeur of food trade at the back (Webster et al, 2003), until now the Booze Allen Hamilton consume estimates 50% of Fortune 1,000 firms deal a CMO spell 80% Fortune 500 firms declare a chief financial officer. This paper is the head start to reflect the importance of marketing at the TMT level while previous researches foc habitd on the strategical business social 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 front line in firms is referable to uncertainty in finance is fitting to assume 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 seizure seizure of a CMO. Therefore they guess innovation, differentiation, stigmatization strategy, outsider chief operating officer and a firm?s performance positively affect to CMO presence. Conversely, high diversification and market dumbness would mean slight likelihood of a CMO whereas marketing and popular management exist in the TMT could affect CMO presence either-ways. MethodologyThe research occasions 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 utilise statistical techniques; however a soft strategy defines a CMO?s role by analyzing put right releases, business descriptions and inter masss. Causality shows CMO presence/absence as the capable varying measured against the independent variables. They use a cross-sectional, longitudinal practice and time-lagged some variables to avoid rescind causality and keep hand internal validity. A positively charged epistemological approach is followed as deductive procedures check the family relationship between variables as done with(p) in natural sciences. They use theory to... If you want to view a full essay, put in it on our website: Ordercustompaper.com

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