Is more always better? : An investigation into the relationship between marketing influence and mangers' market intelligence dissemination

Item Type Journal paper
Abstract

How does the influence of the marketing department within an organization affect marketing managers' dissemination of market intelligence (i.e., knowledge about customer needs and competitor activities) to managers of other departments? Three studies with 711 executive managers and integrated survey and experimental data offer insights. Rather than the positive relationship indicated by conventional wisdom, the study results indicate a curvilinear, inverted U-shaped effect of marketing's influence on marketing managers' dissemination of market intelligence. Managers in a marketing department with moderate influence within the organization are significantly more likely to disseminate market intelligence than are those in low and, interestingly, those in high influence departments. This finding adds nuance to the existing body of knowledge showing countervailing effects of a strong marketing department and implies that executives need to carefully manage the organization's culture to ensure well-balanced influences of the marketing department in relation to other corporate functions.

Authors Hattula, Johannes; Schmitz, Christian; Schmidt, Martin & Reinecke, Sven
Journal or Publication Title International Journal of Research in Marketing : IJRM
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 1 June 2015
Publisher Elsevier
Place of Publication Amsterdam
Volume 32
Number 2
Page Range 179-186
Number of Pages 8
ISSN 0167-8116
ISSN-Digital 1873-8001
Publisher DOI 10.1016/j.ijresmar.2015.02.001
Depositing User Carmen Maier
Date Deposited 28 Aug 2015 10:36
Last Modified 23 Aug 2016 11:22
URI: https://www.alexandria.unisg.ch/publications/243579

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Citation

Hattula, Johannes; Schmitz, Christian; Schmidt, Martin & Reinecke, Sven (2015) Is more always better? : An investigation into the relationship between marketing influence and mangers' market intelligence dissemination. International Journal of Research in Marketing : IJRM, 32 (2). 179-186. ISSN 0167-8116

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https://www.alexandria.unisg.ch/id/eprint/243579
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