کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018400 940343 2012 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Marketing's reputation and influence in the firm
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Marketing's reputation and influence in the firm
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 3, March 2012, Pages 446–452
نویسندگان
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