Marketing's accountability and internal legitimacy: Implications for firm performance

Hyun Soo Park, Sei Auh, Amro A. Maher, Anusorn Singhapakdi

    Research output: Contribution to journalArticle

    14 Citations (Scopus)

    Abstract

    Consensus exists in the academic and business communities regarding the growing challenges in the status of the marketing department within the organization. Practitioners and academics suggest that the department does not get enough acknowledgements from the upper echelon due to its lack of accountability and internal legitimacy, despite its pivotal role in influencing the company's strategic direction. Marketing's lack of accountability not only leads to a weakening of the department's influence within the organization, but also threatens the department's legitimacy within the organization. Drawing on institutional and legitimacy theories, the authors develop a conceptual model that delineates how and when a lack of accountability and internal legitimacy of the marketing department can hinder the willingness of other functional areas to collaborate and share knowledge with the department, leading to lower firm performance. The article discusses implications for enhancing marketing's status and reputation in the firm.

    Original languageEnglish (US)
    Pages (from-to)1576-1582
    Number of pages7
    JournalJournal of Business Research
    Volume65
    Issue number11
    DOIs
    StatePublished - Nov 2012

    Fingerprint

    Firm performance
    Marketing
    Accountability
    Legitimacy
    Institutional theory
    Legitimacy theory
    Conceptual model
    Willingness

    Keywords

    • Accountability
    • CEO functional background
    • Cooperation
    • Environmental turbulence
    • Knowledge sharing
    • Legitimacy
    • Marketing department
    • Public firms

    ASJC Scopus subject areas

    • Marketing

    Cite this

    Marketing's accountability and internal legitimacy : Implications for firm performance. / Park, Hyun Soo; Auh, Sei; Maher, Amro A.; Singhapakdi, Anusorn.

    In: Journal of Business Research, Vol. 65, No. 11, 11.2012, p. 1576-1582.

    Research output: Contribution to journalArticle

    Park, Hyun Soo ; Auh, Sei ; Maher, Amro A. ; Singhapakdi, Anusorn. / Marketing's accountability and internal legitimacy : Implications for firm performance. In: Journal of Business Research. 2012 ; Vol. 65, No. 11. pp. 1576-1582.
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