| This dissertation introduces and catalogues marketing strategic schema to the business literature. The complexity of marketing strategic schema is described and measured using qualitative review of 90 firms' annual reports. I show that firms with more complex marketing strategic schema benefit from enhanced financial performance as measured by Tobin's q, profitability, and sales; but are not rewarded by the stock market or in terms of market share. Additionally, I show that board of director networks, created when firms share board members either directly or indirectly, moderate the relationship between marketing strategic schema and firm financial performance. I show that firms with greater network connectivity created by shared directorships exhibit an enhanced ability to utilize marketing strategic schema for financial gain. I investigate the moderating effects of board of director network connectivity between same-industry firms and firms operating in different industries. The results support the weak-ties viewpoint that connectivity to firms in different industries improves access and utilization of novel and beneficial information. Finally, I introduce and measure industry clockspeed to the marketing literature and show it to positively enhance the impact of complex marketing strategic schema on firm performance. |
