The role of marketing in today's enterprises

Wirtz, Jochen, Tuzovic, Sven, & Kuppelwieser, Volker (2014) The role of marketing in today's enterprises. Journal of Service Management, 25(2), pp. 171-194.

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  • The purpose of this paper is to explore the role of marketing in today's enterprises and examines the antecedents of the marketing department's influence and its relationship with market orientation and firm performance.


  • Data were collected from the West (i.e. the USA and Europe) and the East (i.e. Asia). Partial least squares (PLS) was used to estimate structural models.


  • The findings support the idea that a strong and influential marketing department contributes positively to firm performance. This finding holds for Western and Asian, and for small/medium and large firms alike. Second, the marketing department's influence in a firm depends more on its responsibilities and resources, and less on internal contingency factors (i.e. a firm's competitive strategy or institutional attributes). Third, a marketing department's influence in the West affects firm performance both directly and indirectly (via market orientation). In contrast, this relationship is fully mediated among Eastern firms. Fourth, low-cost strategies enhance the influence of a firm's marketing department in the East, but not in the West.

Research limitations/implications

  • The paper assumes explicitly that a marketing department's influence is an antecedent of its market orientation. While the paper finds support for this link, the paper did not test for dual causality between the constructs.


  • Countering the frequent claim in anecdotal and journalistic work that the role of the marketing department diminishes, the findings show that across different geographic regions and firm sizes, strong marketing departments improve firm performance (especially in the marketing-savvy West), and that they should continue to play an important role in firms.

Impact and interest:

7 citations in Scopus
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8 citations in Web of Science®

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Full-text downloads:

3 since deposited on 05 Aug 2015
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ID Code: 86233
Item Type: Journal Article
Refereed: Yes
Keywords: Firm Performance, Market Orientation, East and West, Importance of Marketing, Marketing Department
DOI: 10.1108/JOSM-01-2014-0037
ISSN: 1757-5818
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 05 Aug 2015 23:02
Last Modified: 09 Aug 2016 11:14

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