TY - JOUR
T1 - Marketing Logics, Ambidexterity and Influence
AU - Tollin, Karin
AU - Schmidt, Marcus
PY - 2012
Y1 - 2012
N2 - The duties of companies' chief marketing officers (CMOs) seem incompatible. They are expected to ensure that their company's market assets are properly exploited and recorded, while simultaneously enacting a proactive role in the company's business development. This study shows that about one in four CMOs have taken on this challenge, or adopted a marketing logic which could be referred to as ambidextrous. Furthermore, the study shows that this logic exerts a stronger impact on marketing's influence, compared to logics related to assuring brand consistency and measuring the performance of marketing processes. Three other ways to enact marketing management were also revealed, namely: an innovation; a communication; and a supporting marketing logic. This leads us to conclude that the influence of companies' marketing functions show up a heterogeneous picture within which the marketing logics of CMOs appear to be setting the tone.
AB - The duties of companies' chief marketing officers (CMOs) seem incompatible. They are expected to ensure that their company's market assets are properly exploited and recorded, while simultaneously enacting a proactive role in the company's business development. This study shows that about one in four CMOs have taken on this challenge, or adopted a marketing logic which could be referred to as ambidextrous. Furthermore, the study shows that this logic exerts a stronger impact on marketing's influence, compared to logics related to assuring brand consistency and measuring the performance of marketing processes. Three other ways to enact marketing management were also revealed, namely: an innovation; a communication; and a supporting marketing logic. This leads us to conclude that the influence of companies' marketing functions show up a heterogeneous picture within which the marketing logics of CMOs appear to be setting the tone.
KW - Marketing Executives
KW - Marketing Logics
KW - Marketing Influence
KW - Ambidexterity and Capabilities
U2 - 10.1080/0965254x.2012.689992
DO - 10.1080/0965254x.2012.689992
M3 - Journal article
SN - 0965-254X
VL - 20
SP - 509
EP - 534
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 6
ER -