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Marketing's accountability and internal legitimacy: Implications for firm performance

Author

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  • Park, Hyun-Soo
  • Auh, Seigyoung
  • Maher, Amro A.
  • Singhapakdi, Anusorn

Abstract

Consensus exists in the academic and business communities regarding the growing challenges in the status of the marketing department within the organization. Practitioners and academics suggest that the department does not get enough acknowledgements from the upper echelon due to its lack of accountability and internal legitimacy, despite its pivotal role in influencing the company's strategic direction. Marketing's lack of accountability not only leads to a weakening of the department's influence within the organization, but also threatens the department's legitimacy within the organization. Drawing on institutional and legitimacy theories, the authors develop a conceptual model that delineates how and when a lack of accountability and internal legitimacy of the marketing department can hinder the willingness of other functional areas to collaborate and share knowledge with the department, leading to lower firm performance. The article discusses implications for enhancing marketing's status and reputation in the firm.

Suggested Citation

  • Park, Hyun-Soo & Auh, Seigyoung & Maher, Amro A. & Singhapakdi, Anusorn, 2012. "Marketing's accountability and internal legitimacy: Implications for firm performance," Journal of Business Research, Elsevier, vol. 65(11), pages 1576-1582.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1576-1582
    DOI: 10.1016/j.jbusres.2011.02.042
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Gök, Osman & Peker, Sinem & Hacioglu, Gungor, 2015. "The marketing department’s reputation in the firm," European Management Journal, Elsevier, vol. 33(5), pages 366-380.
    2. Wenbo Jiang & Francesco Rosati & Huaqi Chai & Taiwen Feng, 2020. "Market orientation practices enhancing corporate environmental performance via knowledge creation: Does environmental management system implementation matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 1899-1924, July.
    3. Baehre, Sven & O'Dwyer, Michele & O'Malley, Lisa & Story, Vicky M, 2022. "Customer mindset metrics: A systematic evaluation of the net promoter score (NPS) vs. alternative calculation methods," Journal of Business Research, Elsevier, vol. 149(C), pages 353-362.
    4. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
    5. Wenbin Sun & Rahul Govind, 2022. "A New Understanding of Marketing and “Doing Good”: Marketing’s Power in the TMT and Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 176(1), pages 89-109, February.
    6. Casenave, Eric & Klarmann, Martin, 2020. "The accountability paradox: How holding marketers accountable hinders alignment with short-term marketing goals," Journal of Business Research, Elsevier, vol. 112(C), pages 95-108.
    7. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    8. Hu, Miao & Qiu, Pingping & Wan, Fang & Stillman, Tyler, 2018. "Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences," Journal of Business Research, Elsevier, vol. 90(C), pages 164-170.

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