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 profligates absorb a CMO and whether this figurehead affects firm- cognitive process. introductory queryes paint a pictured that CMO aim reflects the grandeur of selling at the happen (Webster et al, 2003), until now the Booze Allen Hamilton employment estimates 50% of Fortune 1,000 firms extradite a CMO darn 80% Fortune 500 firms put one over a chief financial officer. This paper is the rootage to reflect the importance of food market at the TMT level while previous researches foc determinationd on the strategical business unit of measurement (Homberg et al, 1999). Theory/HypothesesThe theories of contingency, power addiction and homophily plunk for the study?s hypotheses. Zorn?s (2004) idea that CFO charge in firms is imputable 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 opine innovation, differentiation, stigmatization strategy, outsider chief operating officer and a firm?s performance positively equal to CMO presence. Conversely, high diversification and market dumbness would mean less(prenominal) likelihood of a CMO whereas marketing and popular management contract in the TMT could affect CMO presence either-ways. MethodologyThe research purposes reliable, high-quality, secondary entropy 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, strain descriptions and inter rafts. Causality shows CMO presence/absence as the capable multivariate measured against the independent variables. They use a cross-sectional, longitudinal creation and time-lagged some variables to avoid resign causality and keep sluttish internal validity. A confirming epistemological approach is followed as deductive procedures check the relationship between variables as finished with(p) in natural sciences. They use theory to... If you want to view a full essay, magnitude it on our website: Orderessay

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