While there is increased interest in marketing’s changing role within the firm, there is little
empirical research which measures the influence of marketing or which links marketing’s
role to situational factors. Drawing on contingency and institutional theories of intraorganizational
power, the authors address the question: Under what circumstances does the marketing
sub-unit have higher levels of influence? Results from a survey among U.S. and German
companies indicate that (1) the marketing sub-unit still has substantial influence, (2) marketing’s
influence is systematically related to determinants other than individual managers’
characteristics, (3) institutional factors account for variance not explained by determinants
more commonly used in contingency theories in marketing. This implies that organizational
dimensions are not only the result of adaptation to environmental conditions but also a result
of unique historical aspects which become institutionalized within the firm.
Zusätzliche Informationen:
Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für
Marktorientierte Unternehmensführung) an der WHU Koblenz übernommen.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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