The current qualitative study using a phenomenological approach explored a loss of marketing influence to lead organizational change and its implementation to improve the performance of selected companies operating in health care, health insurance, medical equipment, real estate, and banking and finance markets in South Florida. Limited information is currently available about marketing influence within firms. Two research studies a decade apart focused on marketing influence within firms turned out significant disagreements pertaining to marketing influence and the loss of marketing leadership image and influence within researched firms. In this study, face to face semi-structured audiotaped interviews were conducted with a purposive sample of 15 managers from diverse functions. Journal entries documented the data that could not be recorded. The research was conducted and analyzed over a 6-month period. Nvivo 9 qualitative analysis software was used to develop codes, categories, and themes from interviews and nine open-ended questions from a survey. The primary themes that emerged from the study were marketing loss of leadership was a threat to organizational reputation and sustainability, evidence of marketing value contribution to measure accountability to profitability, marketing leadership, credibility, and respect across functions and from senior management, the value of change, consumer oriented culture, and customer satisfaction. Major recommendations for future research included expanding the sample incorporating consumer packaged-goods and information technology firms. Research possible qualitative metrics for marketing performance and assess non-financial metrics to measure marketing creativity contribution. Narrow the scholarly-practice gap and determine the source of lateral influence of marketing leadership.
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 74/04(E), Dissertation Abstracts International|
|Subjects:||Marketing, Management, Organizational behavior, Management Consulting Services|
|Keywords:||Marketing leadership, Organizational culture|
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