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Antecedents of market orientation: marketing CEOs, CMOs, and top management team marketing experience

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  • Jacob Brower

    (Queen’s University)

  • Pravin Nath

    (University of Oklahoma)

Abstract

While market orientation has been extensively studied, there is a dearth of research that empirically explores its antecedents, particularly those related to top management emphasis. This study integrates upper echelons theory and its behavioral integration perspective with the market orientation literature, to empirically investigate the impact of marketing representation in the top management team (TMT)—through CMO presence, and marketing experience of the CEO and the TMT—on market orientation. The results show that appointing a CEO with a marketing background is directly associated with increasing market orientation in the firm. While CMO presence is also hypothesized to make firms more market-oriented, such an effect is observed only at relatively high levels of marketing experience in the rest of the TMT. The study’s results have important theoretical and practical implications for the market orientation, marketing organization, and TMT research streams.

Suggested Citation

  • Jacob Brower & Pravin Nath, 2018. "Antecedents of market orientation: marketing CEOs, CMOs, and top management team marketing experience," Marketing Letters, Springer, vol. 29(4), pages 405-419, December.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9474-5
    DOI: 10.1007/s11002-018-9474-5
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    References listed on IDEAS

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    1. Jacob Brower & Vijay Mahajan, 2013. "Driven to Be Good: A Stakeholder Theory Perspective on the Drivers of Corporate Social Performance," Journal of Business Ethics, Springer, vol. 117(2), pages 313-331, October.
    2. Pravin Nath & Vijay Mahajan, 2017. "Shedding light on the CMO revolving door: a study of the antecedents of Chief Marketing Officer turnover," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 93-118, January.
    3. Don Knight & Craig L. Pearce & Ken G. Smith & Judy D. Olian & Henry P. Sims & Ken A. Smith & Patrick Flood, 1999. "Top management team diversity, group process, and strategic consensus," Strategic Management Journal, Wiley Blackwell, vol. 20(5), pages 445-465, May.
    4. Gilliatt, Neal & Cuming, Pamela, 1986. "The chief marketing officer: A Mavervick Whose time has come," Business Horizons, Elsevier, vol. 29(1), pages 41-48.
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    Cited by:

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    2. Ya You & Shuba Srinivasan & Koen Pauwels & Amit Joshi, 2020. "How CEO/CMO characteristics affect innovation and stock returns: findings and future directions," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1229-1253, November.
    3. Yufei Zhang & G. Tomas M. Hult & David J. Ketchen & Roger J. Calantone, 2020. "Effects of firm-, industry-, and country-level innovation on firm performance," Marketing Letters, Springer, vol. 31(2), pages 231-245, September.
    4. Zhou, Zhao & Verburg, Robert M., 2023. "The impact of product features on market orientation in technology-based new ventures," Journal of Business Research, Elsevier, vol. 168(C).
    5. Ofer Mintz & Imran S. Currim & Rohit Deshpandé, 2023. "National customer orientation: an empirical test across 112 countries," Marketing Letters, Springer, vol. 34(2), pages 189-204, June.
    6. Hao Huang & Yaping Chang & Liyuan Zhang, 2023. "CEO's marketing experience and firm green innovation," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5211-5233, December.
    7. 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.
    8. Feng, Cong & Fay, Scott, 2021. "Chief stores officer and retailer performance," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Sharma, Amalesh & Yashaswy Akella, Laxminarayana & Bikash Borah, Sourav, 2022. "Knowledge structure of Chief Marketing Officers (CMOs): A review, bibliometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 448-462.

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