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Cited by 587Marketing and Advertising StrategiesInnovation and Knowledge ManagementCorporate Governance and Management

Understanding the Marketing Department's Influence within the Firm

Verhoef, Peter C., Leeflang, Peter S.H.·2009·Journal of Marketing
DOI 10.1509/jmkg.73.2.14
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Abstract

Increasing debate centers on the decreasing influence of the marketing department within firms. This study investigates such influence and assesses its determinants and consequences. The results show that the accountability and innovativeness of the marketing department represent the two major drivers of its influence. However, the results do not indicate that the customer-connecting role of the marketing department increases its influence, though this role is important for shaping the firm's market orientation. A marketing department's influence is related positively to market orientation, which in turn is related positively to firm performance. This study also suggests a dual relationship between the marketing department's influence and market orientation. A key implication of this study is that marketers should become more accountable and innovative to gain more influence.

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Crossref · 10.1509/jmkg.73.2.14

Cites

96 of 96 references verified0 citation errors · 0 not checkable

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  • Embracing stakeholder marketing and developing associated capabilities may help overcome the declining influence of marketing in firms.

    “Embracing a stakeholder marketing perspective and developing the associated capabilities may be a promising avenue to overcome the declining influence of marketing in firms that several marketing academics have noted (e.g., Verhoef and Leeflang 2009;Webster and Lusch 2013).”

    From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Verhoef and Leeflang 2009

  • As a business function, marketing has been losing influence in the boardroom.

    “As a business function, marketing has been losing influence in the boardroom (Verhoef and Leeflang 2009;Webster et al. 2005).”

    From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Verhoef and Leeflang 2009

  • Marketing as a business function has been losing influence in the boardroom.

    “As a business function, marketing has been losing influence in the boardroom (Verhoef and Leeflang 2009;Webster et al. 2005).”

    From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Verhoef and Leeflang 2009

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Authors
Verhoef, P. C., & Leeflang, P. S. H.
Affiliations
University of Groningen (NL)
Corresponding author
  • Verhoef, Peter C.
  • Leeflang, Peter S.H.
ORCID
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2009-03
Volume
73
Issue
2
Pages
14-37
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.73.2.14
OpenAlex
W2104636338
Cited by
587
References
96
Citations by year
2026: 14 · 2025: 15 · 2024: 17 · 2023: 27 · 2022: 20 · 2021: 25 · 2020: 42 · 2019: 25 · 2018: 46 · 2017: 44 · 2016: 54 · 2015: 39 · 2014: 53 · 2013: 42 · 2012: 40
FWCI
125.48
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing (publishedVersion)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Governance and Management
Keywords
marketing accountability, market orientation, firm performance, marketing management, organizational impact

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