Do Top Management Teams Need Chief Marketing Officers?

Sparks, John R.
May 2008
Academy of Management Perspectives;May2008, Vol. 22 Issue 2, p101
Academic Journal
The article discusses a study by researchers Pravin Nath and Vijay Mahajan on how chief marketing officers (CMOs) influence business strategies devised by top management teams (TMTs). The study examined how marketing and branding strategies, organizational qualities and industrial concentration could result in CMOs serving on TMTs. The author notes that the study could not definitively prove that the presence of CMOs on TMTs affected company financial performance and suggests that CMOs can help present customer viewpoints to TMTs.


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