Chief marketing officers’ discretion and firms’ internationalization: An empirical investigation

Kumar, V. and Borah, S B and Sharma, A and Akella, L Y (2021) Chief marketing officers’ discretion and firms’ internationalization: An empirical investigation. Journal of International Business Studies, 52 (3). pp. 363-387. ISSN 0047-2506

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Abstract

While venturing into international markets to seek new growth opportunities has long been part of boardroom discussions, international business research has paid less attention to the role of key individuals in the organization (Foss & Pedersen, 2019) and how managerial actions may affect internationalization, i.e., “the process of increasing involvement in international operations” (Welch & Luostarinen, 1993: 156). Among the key individuals responsible for the internationalization of an MNE, the role of the CMO is frequently discussed in the popular press. Whether it is MasterCard’s transformation to a multisensory brand experience in India1 or Google’s co-marketing efforts in China2, CMOs have been credited with global brands’ successful internationalization efforts.

Affiliation: Indian School of Business
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Kumar, V
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Item Type: Article
Uncontrolled Keywords: Chief Marketing Officer, Internalization Theory, Microfoundation, discretion
Subjects: Marketing
Depositing User: Gurusrinivasan K
Date Deposited: 28 Mar 2021 12:31
Last Modified: 28 Mar 2021 12:31
URI: https://eprints.exchange.isb.edu/id/eprint/1423
Publisher URL: https://doi.org/10.1057/s41267-020-00378-y
Publisher OA policy: https://v2.sherpa.ac.uk/id/publication/8340
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