Getting marketers to invest in firm-specific capital

David A. Griffith, Robert F Lusch

Research output: Contribution to journalArticle

72 Citations (Scopus)

Abstract

Firms gain competitive advantage by employing marketing professionals that have developed firm-specific capital. This study argues that marketers' perceptions of the governance structure employed by the firm to protect marketer capital influence marketers' job outcomes of organizational commitment, organizational trust, job satisfaction, and intention to turnover, which in turn influence the accumulation of capital more specific to the firm. The results demonstrate (1) that a protective governance structure in which marketers are able to obtain greater rewards internally than externally on more specific or less easily transferable capital does not enhance positive job outcomes and (2) that it is through the governance structures' influence on job outcomes, not through the governance structure itself, that marketing professionals are motivated to invest in the accumulation of capital specific to the firm. These results provide insights for senior marketing managers charged with developing a governance mechanism to both retain current marketing talent and develop a more effective marketing group.

Original languageEnglish (US)
Pages (from-to)129-145
Number of pages17
JournalJournal of Marketing
Volume71
Issue number1
DOIs
StatePublished - Jan 2007

Fingerprint

Marketing
Marketers
Governance structure
Job outcomes
Competitive advantage
Organizational trust
Turnover
Governance mechanisms
Reward
Job satisfaction
Managers
Organizational commitment

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Getting marketers to invest in firm-specific capital. / Griffith, David A.; Lusch, Robert F.

In: Journal of Marketing, Vol. 71, No. 1, 01.2007, p. 129-145.

Research output: Contribution to journalArticle

Griffith, David A. ; Lusch, Robert F. / Getting marketers to invest in firm-specific capital. In: Journal of Marketing. 2007 ; Vol. 71, No. 1. pp. 129-145.
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