Shedding light on the CMO revolving door: a study of the antecedents of Chief Marketing Officer turnover

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• 作者：Pravin Nath ; Vijay Mahajan
• 关键词：CMO ; TMT ; Tenure ; Turnover ; Exit ; Departure ; Quit ; Leave ; Stay ; Terminate ; Marketing experience ; Marketing background ; Performance ; Growth ; Sales ; Profit ; Industry ; Instability ; Organizational adaptation ; Managerial capital ; Sociopolitical ; Scapegoat ; CEO ; Appointment ; Succession
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：45
• 期：1
• 页码：93-118
• 全文大小：
• 刊物主题：Business and Management, general; Marketing; Social Sciences, general;
• 出版者：Springer US
• ISSN：1552-7824
• 卷排序：45

文摘

Investigating Chief Marketing Officer (CMO) tenure through a longitudinal study of the antecedents of CMO turnover, the authors find that CMO turnover increases if firms’ sales growth is poor, while profitability has a similar though smaller effect when a new CEO is appointed, highlighting marketing’s contextual role vis-à-vis performance metrics. Coupled with other results related to industry sales growth and stability that make CMO turnover less likely, these findings underscore marketing’s demand- or customer-facing role in the firm. The authors also show that some of these results are distinct to turnover among CMOs compared to other top management team (TMT) executives. While this research does show support for extant theory, its focus on the CMO within the TMT results in important contributions to the turnover literature. These include the inverted-U effect of TMT marketing experience on CMO turnover and the nuanced attenuation by CMO insider-ness of a similar relationship between CMO tenure and turnover. Overall, the results lead to important practical implications for managing CMO turnover.