Marketing's Influence within the Firm

Homburg, Christian ; Workman, John P. ; Krohmer, Harley

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URN: urn:nbn:de:bsz:180-madoc-425410
Document Type: Working paper
Year of publication: 1999
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W011
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-170-0
Edition: [Nachdr. der Ausg.] Koblenz, 1997
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: 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.
Additional information: Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für Marktorientierte Unternehmensführung) an der WHU Koblenz übernommen.

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