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Chief marketing officer presence and firm performance: assessing conditions under which the presence of other C-level functional executives matters

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  • Pravin Nath

    (University of Oklahoma)

  • Neeraj Bharadwaj

    (University of Tennessee)

Abstract

This research extends understanding of the relationship between chief marketing officer (CMO) presence and firm performance by investigating how it is affected by the presence of three other functional heads (or CXOs) under various environmental and strategic contingencies. Results based on a panel of 401 U.S. manufacturers reaffirm the positive CMO presence–firm performance relationship and establish that the linkage is (a) strengthened by chief sales officer presence when industry sales volatility is high, (b) strengthened (weakened) by chief technology officer presence when industry innovation and firm differentiation (cost leadership) are high, and (c) strengthened (weakened) by chief supply chain officer presence when firm diversification (differentiation) is high. The study: expands top management team research by investigating executive dyads formed by the pairing of heads of functions advocated in the organizationally embedded view of marketing; delineates CXOs’ roles and orientations to clarify mechanisms that aid or hamper the CMO; and, identifies industry and firm-level contexts that affect the CMO–CXO interfaces. Additionally, the findings underscore the importance of appointing CMOs and, of CMOs spanning organizational silos.

Suggested Citation

  • Pravin Nath & Neeraj Bharadwaj, 2020. "Chief marketing officer presence and firm performance: assessing conditions under which the presence of other C-level functional executives matters," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 670-694, July.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:4:d:10.1007_s11747-019-00714-1
    DOI: 10.1007/s11747-019-00714-1
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    References listed on IDEAS

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    6. 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.
    7. Saeed Janani & Ranjit M. Christopher & Atanas Nik Nikolov & Michael A. Wiles, 2022. "Marketing experience of CEOs and corporate social performance," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 460-481, May.
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    12. V. Kumar & Sourav Bikash Borah & Amalesh Sharma & Laxminarayana Yashaswy Akella, 2021. "Chief marketing officers’ discretion and firms’ internationalization: An empirical investigation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(3), pages 363-387, April.
    13. Shenghui Ma & Yasemin Y. Kor & David Seidl, 2022. "Top management team role structure: A vantage point for advancing upper echelons research," Strategic Management Journal, Wiley Blackwell, vol. 43(8), pages 1-28, August.
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