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Marketing's reputation and influence in the firm

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  • Merlo, Omar
  • Lukas, Bryan A.
  • Whitwell, Gregory J.

Abstract

This study examines whether or not marketing's influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show that the marketing function's reputation in a firm is an important antecedent of marketing's influence in a firm. Results also show that the reputation–influence link is contingent on a firm's particular strategic stance (cost-leadership strategy and differentiation strategy). Results further show that marketing's reputation was good and marketing's influence was strong in the Australian firms surveyed. Directions for future research are discussed.

Suggested Citation

  • Merlo, Omar & Lukas, Bryan A. & Whitwell, Gregory J., 2012. "Marketing's reputation and influence in the firm," Journal of Business Research, Elsevier, vol. 65(3), pages 446-452.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:3:p:446-452
    DOI: 10.1016/j.jbusres.2011.03.002
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    References listed on IDEAS

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    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Kwaku Atuahene-Gima & Felicitas Evangelista, 2000. "Cross-Functional Influence in New Product Development: An Exploratory Study of Marketing and R...D Perspectives," Management Science, INFORMS, vol. 46(10), pages 1269-1284, October.
    3. Omar Merlo & Seigyoung Auh, 2009. "The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance," Marketing Letters, Springer, vol. 20(3), pages 295-311, September.
    4. Lukas, Bryan A. & Whitwell, Gregory J. & Doyle, Peter, 2005. "How can a shareholder value approach improve marketing's strategic influence?," Journal of Business Research, Elsevier, vol. 58(4), pages 414-422, April.
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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. Goran Vlašiæ Emanuel Tutek, 2017. "Drivers of Customer Centricity: Role of Environmental-level, Organization-level and Department-level Variables," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 20(2), pages 1-10, November.
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    4. 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.
    5. Adam Gaskill & Hume Winzar, 2013. "Marketing Metrics That Contribute to Marketing Accountability in the Technology Sector," SAGE Open, , vol. 3(3), pages 21582440135, September.

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