Legitimizing the contribution of marketing to firms’ success: An exploratory investigation of marketing professionals

Author/s Mauro Cavallone, Daniela Andreini, Giuseppe Pedeliento, Francesca Magno
Publishing Year 2018 Issue 2018/2 Language English
Pages 22 P. 15-36 File size 469 KB
DOI 10.3280/MC2018-002002
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

This paper reports the results of research performed by the research team established on the occasion of the 14th meeting of the SIM (Società Italiana Marketing) entitled "Il marketing di successo: imprese, enti e persone" held on 26-27 October 2017 at the University of Bergamo. Acknowledging the scant literature on the topic relating marketing performances to firms’ success and dealing with what marketing success is and how marketing success can be measured, the study reports findings emerging from a qualitative enquiry involving several in-depth interviews with key informants representing leading firms in the province of Bergamo. Besides providing first-hand definitions of marketing success based on practitioners’ experiences, the findings highlight how marketing strives to gain in-firm legitimacy and underline how it contributes to firms’ performances.

Keywords: Marketing, success, legitimacy, legitimation, practitioners.

  1. Ambler T., & Kokkinaki F. (1997). Measures of marketing success. Journal of Marketing Management, 13(7): 665-678.
  2. Arbore A., Busacca B., Snehota I., Kellere K., Cova B. (2007). Marketing challenges in a Connected World. Mercati & Competitività, 3: 1000-1014.
  3. Baccarani C., Golinelli G. M. (2011). L’impresa inesistente: relazioni tra immagine e strategia. Sinergie Italian Journal of Management, Sl: 213-225.
  4. Barrales-Molina V., Martínez-López F.J., Gázquez-Abad J.C. (2014). Dynamic marketing capabilities: Toward an integrative framework. International Journal of Management Reviews, 16(4): 397-416.
  5. Boyd J. (2000). Actional legitimation: No crisis necessary. Journal of Public Relations Research, 12(4): 341-353.
  6. Brownlie D., Saren M. (1995). On the commodification of marketing knowledge: Opening themes. Journal of Marketing Management, 11(7): 619-627.
  7. Bruni D.S., Verona G. (2009). Dynamic marketing capabilities in Science-based firms: An exploratory investigation of the pharmaceutical industry. British Journal of management, 20(1): 101-117.
  8. Churchill N.C. (1992). Research issues in entrepreneurship. In: Sexton D.L. and
  9. Kasarda J.D. (Eds.). The State of the Art of Entrepreneurship. Boston, MA: PWSKENT.
  10. Corley K.G., Gioia D.A. (2004). Identity ambiguity and change in the wake of a corporate spin-off. Administrative Science Quarterly, 49(2): 173-208.
  11. Cova B., Dalli D. (2009). Working consumers: the next step in marketing theory? Marketing Theory, 9(3): 315-339.
  12. Creswell J.W., Clark V.L.P. (2007). Designing and conducting mixed methods research. Sage Publishing.
  13. Day G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4): 37-52.
  14. DiMaggio P., Powell W.W. (1983). The iron cage revisited: Collective rationality and institutional isomorphism in organizational fields. American Sociological Review, 48(2): 147-160.
  15. DiMaggio P.J., Powell W.W. (1991). The new institutionalism in organizational analysis (Vol. 17). Chicago, IL: University of Chicago Press.
  16. Drori I., Honig B. (2013). A process model of internal and external legitimacy. Organization Studies, 34(3): 345-376.
  17. Eisenhardt K.M. (1989). Building theories from case study research. Academy of Management Review, 14(4): 532-550.
  18. Eisenhardt K.M., Bourgeois L. J. (1988). Politics of strategic decision making in highvelocity environments: Toward a midrange theory. Academy of Management Journal, 31(4): 737-770.
  19. Eisenhardt K.M., Martin J.A. (2000). Dynamic capabilities: what are they?. Strategic Management Journal, 21(10711): 1105-1121.
  20. Eisenhardt K.M., Graebner M.E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1): 25-32.
  21. Foss N.J., Knudsen C. (Eds.) (2013). Towards a competence theory of the firm (Vol. 2). Routledge.
  22. Freeman S., Cavusgil S. T. (2007). Toward a typology of commitment states among managers of born-global firms: A study of accelerated internationalization. Journal of International Marketing, 15(4): 1-40.
  23. Ghosh M., & John G. (1999). Governance value analysis and marketing strategy. Journal of Marketing, 63: 131-145.
  24. Gibbs A. (1997). Focus groups. Social Research Update, 19(8): 1-8.
  25. Gioia D.A., Chittipeddi K. (1991). Sensemaking and sensegiving in strategic change initiation. Strategic Management Journal, 12(6): 433-448.
  26. Gioia D.A., Patvardhan S.D., Hamilton A.L., Corley K.G. (2013). Organizational identity formation and change. Academy of Management Annals, 7(1): 123-193.
  27. Gioia D.A., Price K.N., Hamilton A.L., Thomas, J.B. (2010). Forging an identity: An insider-outsider study of processes involved in the formation of organizational identity. Administrative Science Quarterly, 55(1): 1-46.
  28. Glaser B.G. (1978). Theoretical Sensitivity. Sociology Press, Mill, Valley, California.
  29. Guenzi P., Troilo G. (2007). The joint contribution of marketing and sales to the creation of superior customer value. Journal of Business Research, 60(2): 98-107.
  30. Homburg C., Pflesser C. (2000). A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, 37(4): 449-462.
  31. Hooley G.J., Greenley G. E., Cadogan J. W., Fahy J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1): 18-27.
  32. Hunt S.D., Arnett, D.B. (2006). Does marketing success lead to market success?. Journal of Business Research, 59(7): 820-828.
  33. Huntington S.P. (1969). Political Order in Changing. Yale University Press.
  34. Johnson C., Dowd T. J., Ridgeway C.L. (2006). Legitimacy as a social process. Annual Review of Sociology, 32: 53-78.
  35. Kotler P., Rackham N., Krishnaswamy S. (2006). Ending the war between sales and marketing. Harvard Business Review, 84(7/8): 68.
  36. Krasnikov A., Jayachandran S. (2008). The relative impact of marketing, research-anddevelopment, and operations capabilities on firm performance. Journal of Marketing, 72(4): 1-11.
  37. Krasnikov A., Jayachandran S., Kumar V. (2009). The impact of customer relationship management implementation on cost and profit efficiencies: evidence from the US commercial banking industry. Journal of Marketing, 73(6): 61-76.
  38. Kumar V. (2015). Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing, 79(1): 1-9.
  39. Laïfi A., Josserand E. (2016). Legitimation in practice: A new digital publishing business model. Journal of business Research, 69(7): 2343-2352.
  40. March J., Olsen J. 1989. Rediscovering institutions: The organizational basis of politics. New York: Free Press.
  41. McCracken G. (1988). The long interview (Vol. 13). Sage.
  42. Menguc B., Auh S. (2010). Development and return on execution of product innovation capabilities: The role of organizational structure. Industrial Marketing Management, 39(5): 820-831.
  43. Meyer J.W. (2000). Globalization: Sources and effects on national states and societies. International Sociology, 15(2): 233-248.
  44. Meyer J.W., Rowan B. (1977). Institutionalized organizations: Formal structure as myth and ceremony. American Journal of Sociology, 83(2): 340-363.
  45. Meyer J., Rowan B., Scott W.R. (1983). Organizational Environments. Beverly Hills: Sage.
  46. Morgan D.L. (1997). Focus groups as qualitative research. Qualitative Research Methods Series, 16(2).
  47. Morgan N.A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1): 102-119.
  48. Morgan N.A., & Rego L.L. (2009). Brand portfolio strategy and firm performance. Journal of Marketing, 73(1): 59-74.
  49. Morgan N.A., Slotegraaf R.J., & Vorhies D.W. (2009). Linking marketing capabilities with profit growth. International Journal of Research in Marketing, 26(4): 284-293.
  50. Noor K.B.M. (2008). Case study: A strategic research methodology. American journal of applied sciences, 5(11): 1602-1604. O’Sullivan D., & Abela A.V. (2007). Marketing performance measurement ability and firm performance. Journal of Marketing, 71(2): 79-93.
  51. Rao R.K., & Bharadwaj N. (2008). Marketing initiatives, expected cash flows, and shareholders’ wealth. Journal of Marketing, 72(1): 16-26.
  52. Reinartz W.J., & Kumar V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4): 17-35.
  53. Sanchez R., Heene A., & Thomas H. (Eds.). (1996). Dynamics of competence-based competition: theory and practice in the new strategic management. Pergamon Pr.
  54. Schulze C., Schöler L., & Skiera B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1): 1-19.
  55. Smirnova M., Naudé P., Henneberg S.C., Mouzas S., & Kouchtch S. P. (2011). The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms. Industrial Marketing Management, 40(1): 44-53.
  56. Snehota I., Busacca B., Cova B., Arbore A., & Keller K. (2007). Marketing Challenges in a Connected World. Mercati & Competitività, 3(3): 1000-1014
  57. Srivastava R.K., Shervani T.A., & Fahey L. (1998). Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, 2-18.
  58. Teece D.J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13): 1319-1350.
  59. Teece D., & Pisano G. (1994). The dynamic capabilities of firms: an introduction. Industrial and corporate change, 3(3): 537-556.
  60. Theodosiou M., Kehagias J., & Katsikea E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7): 1058-1070.
  61. Varaldo R., Dalli D., Resciniti R., & Tunisini A. (2010). Marketing e intangibles per la competitività delle medie imprese italiane. Economia e diritto del terziario.
  62. Verhoef P.C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4): 30-45.
  63. Vorhies D.W., Morgan R.E., & Autry C.W. (2009). Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance. Strategic Management Journal, 30(12): 1310-1334.
  64. Vicari S., & Verona G. (2000). La generazione del vantaggio competitivo. Recenti sviluppi e nuove implicazioni per il Resource-based Management. Finanza Marketing e Produzione, (2): 7-38.
  65. Ye J., Marinova D., & Singh J. (2007). Strategic change implementation and performance loss in the front lines. Journal of Marketing, 71(4): 156-171.
  66. Webster Jr F.E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4): 1-17.
  67. Wernerfelt B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2): 171-180.
  68. Woodside A.G. (2010). Case study research: Theory, methods and practice. Emerald Group Publishing.
  69. Zucker L.G. (1988). Where do institutional patterns come from? Organizations as actors in social systems. Institutional Patterns and Organizations: Culture and Environment, 20(3): 23-49.
  70. Homburg C., Vomberg A., Enke M., Grimm P. H. (2015). The loss of the marketing department’s influence: is it really happening? And why worry?. Journal of the Academy of Marketing Science, 43(1): 1-13.

Mauro Cavallone, Daniela Andreini, Giuseppe Pedeliento, Francesca Magno, Legitimizing the contribution of marketing to firms’ success: An exploratory investigation of marketing professionals in "MERCATI & COMPETITIVITÀ" 2/2018, pp 15-36, DOI: 10.3280/MC2018-002002