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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Leadership Perceptions in the Marketing Organization and Technological Uncertainty

Author(s): Crystal J. Scott

Citation: Crystal J. Scott, (2012) "Leadership Perceptions in the Marketing Organization and Technological Uncertainty" Vol. 6, Iss. 1, pp. 11 - 21

Article Type: Research paper

Publisher: North American Business Press

Abstract:

There are various aspects of marketing requiring influential leadership, including transmitting a culture

of market orientation throughout the firm, new product development, and market development. However,

the concept of leadership is rarely discussed in the marketing literature. The primary objective of this

exploratory research is to uncover the dimensions of leadership that lead to perceptions of high

performance in the marketing organization contrasted with those in other business functions such as

engineering, manufacturing, and R&D. We then seek to determine how these leadership perceptions

differ under conditions of technological uncertainty.