Research On The Strategic Antecedents Of The Presence Of Chief Marketing Officer And Its Impact On The Marketing Performance

With the gradual intensification of market competition and rapid changes in consumer demand,if enterprises want to occupy a place in the rapid development of the market,they need to pay attention to marketing activities,in order to quickly access market opportunities.As a leader in corporate marketing,CMO plays an important role in corporate marketing activities,and the presence of CMO can solve the uncertainty and complexity that enterprises face in the field of marketing.At present,most scholars only pay attention to the impact of CMO power and ability on enterprise performance,ignoring the reasons for the presence of CMO and the impact of CMO presence itself on enterprise performance.The presence of CMO will directly affect the investment and return of enterprises in marketing,marketing performance is the income obtained by enterprises in marketing activities.Therefore,it is of great significance to the theory and practice to study the marketing strategy factors that affect the presence of CMO and the influence between the presence of CMO and the marketing performance of enterprises,and to clarify the internal mechanism of its influence.Based on this and the review of executive power research literature,the paper integrates the theory of change of power,the theory of organizational compliance strategy,the theory of high-ladder team and the theory of resource base,systematically analyzes the impact of differentiation strategy,diversification strategy and brand strategy on the presence of CMO and its internal mechanism,as well as the influence effect of CMO presence on the marketing performance of enterprises and its internal mechanism,puts forward relevant assumptions and constructs theoretical models.Finally,122 listed companies in the wholesale and retail industry were used as research samples to verify the main effect and adjustment effect of differentiation strategy,diversification strategy and brand strategy on CMO presence,and the main effect,intermediary effect and adjustment effect of CMO presence on enterprise marketing performance.The study found that the degree of differentiation strategy has a significant positive effect on CMO establishment.The degree of diversification strategy has a significant negative effect on CMO establishment.The implementation of brand strategy has a significant positive effect on CMO establishment.There is a significant positive correlation between CMO presence and enterprise marketing performance,media attention and marketing ability have intermediary effect in the influence of CMO presence on enterprise marketing performance,and the degree of marketization is positively adjusting the positive correlation between CMO presence and enterprise marketing ability.This paper not only enriches the research content of CMO’s pre-presence cause and its influence,but also expands the research perspective of CMO’s function.In terms of practical management,enterprises in the wholesale and retail industry can further decide whether to establish CMO positions based on the type of strategy,and then Enterprise marketing performance has an impact.Therefore,the research conclusions can provide certain guidance for the establishment of the chief marketing officer in the senior management team of listed companies,and it can also be helpful to improve the marketing performance of the company.