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Details van artikel 57 van 59 gevonden artikelen
| Titel: |
Variations in the Power of Marketing Between Consumer and Industrial Firms |
| Auteur: |
Workman, John P. Webb, Kevin L. |
| Verschenen in: |
Journal of business-to-business marketing |
| Paginering: | Jaargang 6 (1999) nr. 2 pagina's 1-37 |
| Jaar: |
1999-09-30 |
| Inhoud: |
Researchers in marketing have long claimed that marketing's role varies between firms selling primarily to consumer vs. industrial customers. However, there has been no empirical examination of how the power of the marketing function varies between consumer and industrial firms. In this paper we use the functional background of the CEO as an indicator of the power of functional units within the firm and develop and test hypotheses relating the power of the marketing subunit to the firm's type of customers (consumer/industrial), to resource allocations, and to strategic orientation. We find that marketing is more powerful in firms selling to consumers, spending more on advertising, spending less on capital expenditures, which are less diversified, and which have a lower debt to equity ratio. Further analysis using correspondence analysis indicates that the consumer/ industrial distinction is the best single indicator of marketing's power. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 57 van 59 gevonden artikelen
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