| Prior research has shown that an organization's culture can be a fulcrum point that can influence an entire organization's climate and performance. Chief Marketing Officers (CMOs) have broad responsibilities within the corporation and must work with the various organizational elements, directly and indirectly, to create and manage a culture and "marketing climate" that enhances the organization's ability to respond to the ever changing marketplace. This research investigated the processes used by CMOs and other high-level executives to leverage their organization's culture to create a suitable marketing climate. This research identified the existence, definition and potential impact of marketing climate within organizations and culminated with the development and validation of a new, robust measurement instrument for marketing climate that can be used by both researchers and organizational leaders. |
