In addition to Stijn’s blog, I searched for other studies that confirm the conclusions of Stijn's survey. Especially on the fact that consumer's behavior (and related to this, the whole business performance) is influenced by the marketing department, as well as by institutional factors.
Comparing two different studies, I noticed a remarkable resemblance. Both of them point out that the influence of the marketing department is different across countries. This establishes the conclusion I have already mentioned. I was surprised to read that a good-working marketing department, which participates in several kinds of decisions, doesn’t guarantee a better business performance. In general, they even had a negative influence in Sweden. The article gives a reasonable explanation for this. Too much influence in too many departments can cause coordination problems which results in confused customers.
Based on these two surveys I conclude that a strong marketing department can be related to a good firm's performance. Nevertheless this conclusion appears in most examined countries, there is no evidence of a direct positive correlation.
Pauline Deturck
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