The role of the marketing department in Danish companies

OPEN ARCHIVE

Union Jack
Dannebrog

The role of the marketing department in Danish companies

Vis flere oplysninger

Titel: The role of the marketing department in Danish companies
Drivers for influence
Forfatter: Beckmann, Suzanne C.; Jalving, Michala; Rohde Olsen, Sarah
Resume: The role of marketing within companies and organisations has been discussed for a long time, as well as its opportunities for influence – not least in times of financial constraints and difficult economic contexts. Through in-depth interviews we investigated how nine Danish top executives see the marketing department’s potential for influence within companies in general and in their specific organisations. The objective was to gain deep insight into the informants’ experiences with marketing and its position within Danish companies and to relate this insight to the level of market orientation. We found strong similarities with other research into the antecedents of marketing’s influence and established another key factor, namely employee competencies and thereby the responsibility of human resource management as well as a cultural moderator, namely creativity bias of marketing employees.
URI: http://hdl.handle.net/10398/8760
Dato: 2013-10-02
Note: Paper presented at 42nd EMAC Annual Conference Istanbul, June 2013

Creative Commons License This work is licensed under a Creative Commons License.

Filer Størrelse Format Vis
Beckmann.pdf 179.2Kb PDF Vis/Åbn Conference paper

Dette dokument findes i følgende samling(er)

Vis flere oplysninger