Marketingʹs reputation and influence in the firm

This study examines whether or not marketingʹs influence in the firm is fundamentally a reputation issue. Based on a sample of 122 senior executives of Australian firms operating in a wide range of manufacturing industries, empirical findings show that the marketing functionʹs reputation in a firm is an important antecedent of marketingʹs influence in a firm. Results also show that the reputation–influence link is contingent on a firmʹs particular strategic stance (cost-leadership strategy and differentiation strategy). Results further show that marketingʹs reputation was good and marketingʹs influence was strong in the Australian firms surveyed. Directions for future research are discussed.