TITLE

When Do Chief Marketing Officers Have Influence on Top Management Teams?

AUTHOR(S)
McHenry, Beth J.; Culbertson, Satoris S.
PUB. DATE
May 2011
SOURCE
Academy of Management Perspectives;May2011, Vol. 25 Issue 2, p79
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on chief marketing officers (CMO) and the influence they have on upper management teams. It states that CMOs had decreased influence and power if at least one other member of the upper management team had marketing skills and knowledge. It mentions that when CMOs were in charge of both marketing and sales they had an increased ability to influence other members of upper management teams due to their control of more critical resources. It comments that when companies pursued diversification in areas unrelated to the primary business, return on sales would decrease regardless of the power of the CMO.
ACCESSION #
61020805

 

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