ABSTRACT

The authors examine the effect of the presence of a chief marketing officer (CMO) in the top management team on firm performance and explore the performance implications of the CMO function worldwide by using a data set of publicly traded companies from 93 countries from all continents. The article draws on upper echelons theory and the structure-conduct-performance (SCP) literature and focuses on the differences in performance across public companies contingent on corporate organizational structure complexity, uncertainty avoidance, and the degree of firm globalization. The findings show evidence of a positive effect of CMO presence in the worldwide sample, as well as nuanced pathways of impact, mainly through the effects of organizational structure complexity and country level uncertainty avoidance on the value relevance of the CMO in the corporation.

摘要

作者通过使用来自各大洲 93 个国家/地区的上市公司的数据集，研究了高管团队中首席营销官 (CMO) 对公司绩效的影响，并探讨了 CMO 职能对全球绩效的影响。本文借鉴高层理论和结构-行为-绩效 (SCP) 文献，重点关注上市公司之间的绩效差异，这些差异取决于公司组织结构的复杂性、不确定性规避和公司全球化程度。研究结果表明，全球样本中 CMO 的存在具有积极影响，以及微妙的影响途径，