Dr. Baker Co-authors Article on Marketing Department Influence04/07/2011
Dr. William Baker, chair of the CBA’s Department of Marketing, has co-authored an article that has been accepted for publication in the Journal of International Marketing.
“A Cross-National Investigation into the Marketing Department’s Influence within the Firm: Towards Initial Empirical Generalizations” looks at seven industrialized countries and considers the antecedents of perceived MD influence, top management respect for MD, and MD decision influence, as well as the relationships of these three influence variables with market orientation and business performance.
The study’s findings reveal initial empirical generalizations: Accountability, MD innovativeness, and the customer connection capabilities of the MD relate consistently to all three studied MD influence measures. The generalization also shows that MD influence contributes to business performance indirectly through its positive relationship with market orientation and directly through its positive direct relationship with business performance.