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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


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


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.