Do CMO Incentives Matter? An Empirical Investigation of CMO Compensation and Its Impact on Firm Performance

Despite growing interest in various facets of the position of chief marketing officer (CMO), there is very little research on CMO compensation. Accordingly, we set out to investigate the determinants of CMO compensation and its effect on firm performance. Employing the lens of agency theory, we hypo...

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Bibliographic Details
Published in:Management science 2017-06, Vol.63 (6), p.1993-2015
Main Authors: Bansal, Naresh, Joseph, Kissan, Ma, Minghui, Wintoki, M. Babajide
Format: Article
Language:English
Subjects:
Advertisements
Advertising
agency theory
Business success
chief marketing officer
Chief marketing officers
CMO
CMO compensation
Compensation
Compensation and benefits
Earnings
Executives
firm performance
Management research
Marketing
Marketing executives
Markets
Organizational effectiveness
Organizational performance
Principal-agent models
Productivity
R&D
Rates of return
Research & development
Return on assets
Stock exchanges
Stock prices
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