Normal 0 false false false EN-US X-NONE HI The research by Nath and Mahajan (2008) develops theory to investigate what factors defines whether or not a firm’s top management team (TMT) will have Chief Marketing Officer (CMO) and does the presence of CMO affects firm performance in the face of these factors. None of the research prior to this tries to relate firms branding strategy with TMT’s structure choice. However, there has been increasing need to develop and enhance ability to account for marketing’s contribution to firm performance and has been voiced in earlier researches [ (Bolton, 2004) and (Hyde, Landry, & Tipping, 2004) et al]. The purpose of this empirical research was to prove that CMO’s presence on TMT affects positively to the firms performance. Unfortunately, research could not prove this hypothesis and found n...
Please leave comments if you find any of the post useful. This will encourage me to right more frequently and probably on wider topics.