38.4 Human Capital

(Nath and Mahajan 2008) CMO presence

(Germann, Ebbes, and Grewal 2015)

  • Performance (Tobin’s q) of firms that have a CMO is 15% greater than that of firms without a CMO

  • An extension of (Nath and Mahajan 2008)

    • Time horizon: more years

    • Industry: more industries

    • Models: panel data and instrumental variables

Table 1 (p. 2)
Table 1 (p. 2)

References

Germann, Frank, Peter Ebbes, and Rajdeep Grewal. 2015. “The Chief Marketing Officer Matters!” Journal of Marketing 79 (3): 1–22. https://doi.org/10.1509/jm.14.0244.
Nath, Pravin, and Vijay Mahajan. 2008. “Chief Marketing Officers: A Study of Their Presence in Firms’Top Management Teams.” Journal of Marketing 72 (1): 65–81. https://doi.org/10.1509/jmkg.72.1.065.