Research

Dispersion of Marketing Capabilities: Impact on Marketing’s Influence and Business Unit Outcomes

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities.  This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries.  Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion.  We examine the impact of these forms on marketing’s perceived influence within the firm.  We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance.  Our findings reveal that marketing’s influence may actually heighten or diminish, depending on the form of marketing capability dispersion.  Further, we contribute to findings regarding marketing’s influence on business unit performance.  The results provide a new lens for scholars to view and measure marketing dispersion and offer guidance to practitioners. 

Publication Information
Article Title: Dispersion of Marketing Capabilities: Impact on Marketing’s Influence and Business Unit Outcomes
Journal: Journal of the Academy of Marketing Science (2015)
Vol. 43 (1), 32-51
Author(s): Michael T. Krush, ;  Sohi, Ravi;  Amit Saini,
Researcher Information
    
Sohi, Ravi
Sohi, Ravi
Professor and Robert D. Hays Distinguished Chair of Sales Excellence
Expertise:
  • Business-to-Business Marketing
  • E-Commerce Marketing
  • International Marketing
  • Marketing Channels Management
  • Sales Management
Marketing
CoB 335D
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
ravisohi@unl.edu