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While there is increased interest in marketing’s changing role within the firm, there is little research which measures the influence of marketing or which links marketing’s to situational factors. Drawing on contingency and institutional theories of intraorganizational, the authors address the question: Under what circumstances does the marketing -unit have higher levels of influence? Results from a survey among U. S. and German indicate that (1) the marketing sub-unit still has substantial influence, (2) marketing’s is systematically related to determinants other than individual managers’, (3) institutional factors account for variance not explained by determinants commonly used in contingency theories in marketing. This implies that organizational are not only the result of adaptation to environmental conditions but also a result unique historical aspects which become institutionalized within the firm.
Homburg et al. (Thu,) studied this question.