This study examines whether or not marketing's influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show that the marketing function's reputation in a...

Purpose – This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of...

There is strong support in the export literature for a positive relationship between export planning and export performance. However, little is known about the drivers of export planning. In addressing this knowledge gap, this article proposes that export planning is usefully analyzed in terms...

Purpose – Based on the widely held view that influence is exercised power, and in light of the suitability of power theory to studies of marketing's relative influence within the firm, this paper seeks to explore marketing's level of influence from a power perspective. The paper proposes and...