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- W2158173825 abstract "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." @default.
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- W2158173825 date "2012-03-01" @default.
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- W2158173825 title "Marketing's reputation and influence in the firm" @default.
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- W2158173825 doi "https://doi.org/10.1016/j.jbusres.2011.03.002" @default.
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