Effect of the Presence of Chief Marketing Officer Positions on Corporate Marketing Performance

doi:10.15936/j.cnki.1008-3758.2024.03.004

Abstract

Abstract: With the marketing management in a company becoming more and more complicated， the top management needs to know whether the presence of a chief marketing officer (CMO) position in the team can improve corporate marketing performance either from a practical or theoretical perspective. Based on the gaps of the existing literature and the panel data of the wholesale and retail industry between 2015 and 2019 retrieved from CSMAR， the upper echelons theory and the resources-based theory are used to analyze the effect of the presence of CMO in TMT on corporate marketing performance. The results show that the presence of CMO positively affects corporate marketing performance， and corporate marketing capabilities and media attention play partial mediation roles between the presence of CMO and corporate marketing performance. In addition， the degree of marketization in the region where the company is located positively moderates the relationship between the presence of CMO and the corporate marketing capabilities. The research conclusions may provide valuable suggestions for top management team building and marketing management practices.

Key words: chief marketing officer (CMO); corporate marketing performance; corporate marketing capability; media attention; degree of marketization

CLC Number:

C939
F272

CAO Zhongpeng， YAN Xingquan， ZHANG Yanyan. Effect of the Presence of Chief Marketing Officer Positions on Corporate Marketing Performance[J]. Journal of Northeastern University(Social Science), 2024, 26(3): 24-33.

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