A cross-national investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical Generalizations
This study of the influence of the marketing department (MD), as well as its relationship with firm performance, includes seven industrialized countries and aims to generalize the conceptual model presented by Verhoef and Leeflang (2009). This investigation considers the antecedents of perceived MD influence, top management respect for the MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation (MO) and business performance (BP)....[Show more]
|Collections||ANU Research Publications|
|Source:||Journal of International Marketing|
|01_Verhoef_A_cross-national_investigation_2011.pdf||2.94 MB||Adobe PDF||Request a copy|
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