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Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison
© Dr. Sven Tuzovic │ Associate ...
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The Role of Marketing in today's Enterprises: A Cross-Cultural Comparison -- Research Study by Dr. Sven Tuzovic, Associate Professor in Marketing

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The purpose of this study is to explore the role of marketing in today’s enterprises and examines the antecedents of the marketing department’s influence and its relationship with market orientation and firm performance. Countering the frequent claim in an anecdotal and journalistic work that the role of the marketing department diminishes, the findings of this study show that across different geographic regions and firm sizes, strong marketing departments improve firm performance and that they should continue to play an important role in firms.

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The Role of Marketing in today's Enterprises: A Cross-Cultural Comparison -- Research Study by Dr. Sven Tuzovic, Associate Professor in Marketing

  1. 1. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 1 > What is the Role of in today’s Enterprises? A Cross-Cultural Comparison Dr. Sven Tuzovic, Associate Professor
  2. 2. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 2 > Introduction Definition Research Objectives Literature Review Conceptual Framework Hypotheses Methodology Our Sample Results Findings and Conclusions 1 2 3 4 5 6 7 8 9 10
  3. 3. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 3 > Introduction
  4. 4. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 4 > The influence of marketing departments has received much attention in both the popular press and academic literature
  5. 5. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 5 > Claim: “MARKETING has lost its strategic role” Sources: Murphy 2005; Sheth and Sisodia 2005
  6. 6. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 6 > According to a global survey among 1,200 CEOs, 80% ranked marketers low in the hierarchy of their organizations’ executive committees Source: Lukovitz 2012
  7. 7. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 7 > … or, even worse, CEOs did not include them at all ! Source: Lukovitz 2012
  8. 8. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 8 > And, in addition, 64% of “marketer-unhappy” CEOs have removed critical responsibilities from marketing’s traditional core functions, e.g., product development, pricing, etc. Source: Lukovitz 2012
  9. 9. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 9 > Yet, “many statements about the role of MARKETING in modern firms remain anecdotal and journalistic” Source: Verhoef and Leeflang 2009, p. 15
  10. 10. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 10 > Definition
  11. 11. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 11 > Terminology in the literature varies: role power emphasis influence
  12. 12. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 12 > We define MARKETING’s role as: The influence of the marketing department on a firm’s strategic decision making
  13. 13. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 13 > Research Objectives
  14. 14. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 14 > We investigate: the role of marketing departments of firms headquartered in the United States, Europe and Asia
  15. 15. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 15 > We contrast: the role of marketing among Eastern and Western (i.e., American and European) firms
  16. 16. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 16 > Literature Review
  17. 17. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 17 > Author(s) and Year Research Focus Theory and Framework Unit of Analysis, Sample Size and Country(ies) Sectors Key Findings Homburg et al. (1999) Influence of the marketing department Contingency theory, institutional theory SBU level; n=72; USA and Germany Consumer packaged goods, electrical equipment and machinery  External contingency factors (i.e., competitive strategies) and institutional variables (i.e., marketing background of the CEO and the type of industry) are positively related to marketing department’s influence. Moorman and Rust (1999) Role and value of the marketing function Conceptual framework building on extensive literature review SBU level; n=330; USA B2B vs. B2C  The marketing function contributes to firm performance beyond the variance explained by a firm’s market orientation. Götz et al. (2009) Role of marketing and sales departments Contingency theory SBU level; n=153; Germany Automotive, electronics, cosmetics, food and banking  Marketing department’s power amplifies (i.e., moderates) the relationship between market orientation and firm performance. Verhoef and Leeflang (2009) Determinants of marketing’s influence and impact on firm performance Conceptual framework building on literature review Firm level; n=213; The Netherlands B2B vs. B2C; services vs. goods  Market orientation mediates the link between a marketing department’s influence and firm performance.  Accountability and innovation are key antecedents of a marketing department’s influence.  Actual decisional influence of the marketing department is limited to segmentation, targeting and positioning, advertising, and customer relationship management.
  18. 18. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 18 > Author(s) and Year Research Focus Theory and Framework Unit of Analysis, Sample Size and Country(ies) Sectors Key Findings Engelen and Brettel (2011) Moderating effects of three national cultural dimens- ions on relation- ship between marketing department’s capabilities and Its influence Conceptual framework based on Verhoef and Leeflang (2009) Firm level; n=740; 3 Western (Austria, Germany, USA), 3 Asian (Hong Kong, Thailand, Singapore) countries Financial services, consumer goods, utilities, chemical, automotive, and machinery/ electronics  Accountability has no impact on the marketing department’s influence in Asian countries, contradicting previous findings for Western countries.  Innovativeness and customer connecting are positively related to the influence of the marketing department across cultural contexts. Lee et al. (2011) Marketing program implementation Resource- based view, dynamic capabilities theory SBU level; n=269; USA Retailing  Marketing program implementation has a positive direct effect on firm performance. Merlo (2011) Marketing department’s influence from a power perspective Power theory SBU level; n=122; Australia Manufacturing  Marketing subunits can strengthen their role by employing different types of power.  Market turbulence can lead to greater influence of the marketing department within the firm. Verhoef et al. (2011) Replication of Verhoef and Leeflang (2009) Conceptual framework based on Verhoef and Leeflang (2009) 7 industrialized nations (USA, 5 European countries and Australia) As in Verhoef and Leeflang (2009)  Firms in industrialized countries should have strong marketing departments.  The presence of a CEO with a marketing background is positively related to a marketing department’s influence.  Competitive strategies are not consistently related to a marketing department’s influence.
  19. 19. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 19 > Common weakness of previous studies: • Often only single-country data • Lack of cross-cultural comparison
  20. 20. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 20 > Conceptual Framework
  21. 21. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 21 > Marketing department’s influence within the firm Firm performance H6 (+) Firm characteristics Background of CEO H2 (+) H3 (+) H4 (-) H5 (+) H1 (+) Responsibilities Resources Marketing department characteristics Differentiation Low-cost Competitive strategy Market Orientation H7a (+) H7b (+) Contextual moderators  Firm size  Geographical region  Organizational structure
  22. 22. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 22 > Hypotheses
  23. 23. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 23 > H1 The greater the marketing department’s responsibilities in a firm, the greater the department’s influence in the firm. H2 The greater the marketing department’s level of resources in a firm, the greater the department’s influence in the firm. H3 A differentiation strategy is related positively to a marketing department’s influence within a firm. H4 A low-cost strategy is related negatively to a marketing department’s influence within a firm. H5 The marketing department has a stronger influence in firms in which the CEO has a marketing background compared to firms in which the CEO does not have a marketing background. H6 The greater the marketing department’s influence in a firm, the better the firm’s performance. H7 The greater the marketing department’s influence in a firm, the higher its market orientation, which in turn improves firm performance.
  24. 24. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 24 > Methodology
  25. 25. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 25 > • Online survey • Pre-tested with MBAs • 7-point Likert scales, anchored by 1 = strongly disagree and 7 = strongly agree
  26. 26. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 26 > • Emails sent to approximately 2,930 MBA / EMBA alumni in USA, Europe and Asia • 580 individuals participated (response rate of 19.8%) • Final sample: n = 312 (We excluded respondents who did not complete the entire survey as well as few respondents from Africa and Australia)
  27. 27. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 27 > Measures: • Adopted from existing literature • Reflective scales • Formative scales for Marketing’s responsibilities and resources • Single-item measure used to capture background of the CEO
  28. 28. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 28 > Moderators: • Geographical region • Firm size • Organization of the marketing function
  29. 29. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 29 > Our Sample
  30. 30. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 30 > Industry % Advertising/PR/Comm. 2.5 Automotive 2.5 Construction 1.5 Consulting 7.7 Consumer packaged goods 4.3 Financial services 9.9 Healthcare/Pharmaceutical/Life Science 7.7 Hospitality/Tourism 5.9 Manufacturing 8.0 Marine & Shipping 0.9 Oil & Gas 1.5 Public Service 2.8 Real Estate/Property 1.5 Telecommunications/IT 10.8 Other 32.2
  31. 31. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 31 > Position of respondent % President/CEO 11.6 Other C-level (e.g. CFO, CMO) 7.2 SVP 3.4 VP 10.0 Director 17.2 Head of Department 11.3 Senior Manager 12.2 Manager 13.5 Other 13.5 Years of service in firm 0-3 21.9 4-6 21.9 7-11 21.6 12-20 23.5 More than 20 11.0
  32. 32. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 32 > Annual revenue % < $25 million 22.9 $25 million-$49 million 5.7 $50 million-$99 million 4.5 $100 million-$199 million 5.1 $200 million-$499 million 11.1 $500 million-$999 million 9.2 > $1 billion 41.4 Number of employees 1-499 29.4 500- 999 6.5 1,000 – 9,999 19.8 10,000 – 49,999 19.2 50,000 – 99,999 11.8 > 100,000 13.3
  33. 33. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 33 > Location of firm’s headquarters % Africa/Middle East 1.9 Asia 45.9 Australia/Oceania 1.9 Europe 26.1 North America 24.2 South America / Organization of marketing function Corporate function 43.6 Business unit level 31.0 Brand/product level 16.0 Field offices 9.3
  34. 34. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 34 > Results
  35. 35. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 35 > Statistical Results
  36. 36. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 36 > Results of Structural Equation Modeling
  37. 37. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 37 > Multi-group Analysis – by Region Market Orientation Marketing department’s influence within the firm Firm performance Differentiation Low-cost Responsibilities Resources Background of CEO .44*** | .34*** .42*** | .27** -.08 | -.03 .01 | .23** .10* | .10 .26** | .03 .34*** | .27** .23** | .38** Notes: Coefficient 1 = USA/Europe; Coefficient 2 = Asia The path coefficient pairs in italics and underlined font are significantly different at *p ≤ 0.05, **p ≤ 0.01, ***p ≤ 0.001 (two-tailed)
  38. 38. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 38 > Multi-group Analysis – by Company Size Market Orientation Marketing department’s influence within the firm Firm performance Differentiation Low-cost Responsibilities Resources Background of CEO .46*** | .27** .19* | .52*** -.05 | -.02 .09 | .08 .14* | .08* .16* | .14 .29*** | .34*** .28** | .33*** Notes: Coefficient 1 = Small firms; Coefficient 2 = Large firms The path coefficient pairs in italics and underlined font are significantly different at *p ≤ 0.05, **p ≤ 0.01, ***p ≤ 0.001 (two-tailed)
  39. 39. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 39 > Findings and Conclusions
  40. 40. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 40 > Finding 1: Our study provides empirical evidence that an influential MARKETING department has a positive influence on firm performance both directly and indirectly via market orientation
  41. 41. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 41 > Finding 2: The role of MARKETING in Western and Eastern firms is significantly different
  42. 42. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 42 > West vs. East: In the West, a marketing department’s influence affects firm performance both directly and indirectly (via market orientation), whereas this relationship is fully mediated among Eastern firms
  43. 43. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 43 > In conclusion: An influential marketing department improves a firm’s performance
  44. 44. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 44 > Contact Information
  45. 45. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 45 > Dr. Sven Tuzovic Associate Professor Email: Dr.Sven.Tuzovic@gmail.com LinkedIn: www.linkedin.com/in/drstuz ResearchGate: www.researchgate.net/profile/Sven_Tuzovic
  46. 46. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 46 > Citation: Jochen Wirtz, Sven Tuzovic, Volker Kuppelwieser (2014) “The role of marketing in today’s enterprises” Journal of Service Management Vol. 25, No. 2, pp. 171-194
  47. 47. Research Study: The Role of Marketing in Today’s Enterprises – A Cross-Cultural Comparison © Dr. Sven Tuzovic │ Associate Professor │Pacific Lutheran University < 47 > References and Image Credits Sources: Lukovitz, K. (2012), “Survey probes the ‘CEO-marketer divide’”, Marketing Daily, 15 November. Murphy, D. (2005), “The click in the bricks”, Research World, November, pp. 29-30. Sheth, J.N. and Sisodia, R.S. (2005), “A dangerous divergence: marketing and society”, Journal of Public Policy and Marketing, Vol. 24 No. 1, pp. 160-162. Verhoef, P.C., Leeflang, P.S.H., Reiner, J., Natter, M., Baker, W., Grinstein, A., Gustafsson, A., Morrison, P. and Saunders, J. (2011), “A cross-national investigation into the marketing department’s influence within the firm: toward initial empirical generalizations”, Journal of International Marketing, Vol. 19 No. 3, pp. 59-86. Images: ID 35550339 © Cginspiration | Dreamstime.com ID 36110030 © Kchungtw | Dreamstime.com Outsourcemagazine.co.uk

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