Marketing executives and corporate performance: From the perspective of marketing digitalization

Abstract

This paper examines the impact of marketing executives on firm performance using the sample of China listed firms. The empirical study shows that marketing executives have a significant positive effect on firm performance, and explains the mechanism of the effect from the perspective of digital marketing and marketing performance. It is further found that the marketing executives has a more significant effect on corporate performance in firms with higher executive power, executive experience, and non-state. Finally, based on the “myopic marketing theory”, this paper investigates the long-term impact of executives’ marketing backgrounds and finds that marketing executives do not have a significant impact on the long-term value and innovation level of the company.