WHEN DO CMOs CREATE VALUE? THE ROLE OF STRATEGIC EMPHASES AND CMO COMPENSATION

摘要

The chief marketing officers (CMO) represent the top most position of leadership in the marketing function. They are primarily responsible for providing the vision and direction for the growth and success of an organization through marketing activities. Furthermore, CMOs also have an obligation to cultivate shareholder wealth because they are believed to be the most direct stewards of the firm's customers, who directly impact the financial performance of a firm (Court 2007). Therefore, theoretically, CMOs should create firm value.