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CMO Tenure and Capital Costs 

Frequent changes in consumer behavior, a fragmented media landscape and mounting pressure for accountability makes Chief Marketing Officers (CMOs) an ‘endangered species.’ A survey study of over 150 corporations revealed that over half of them replaced their CMOs in the past two years. Kathleen Schaub, a Vice President at IDC, calls this an ‘astonishing percentage’ and remarks that the CMO job requirement has shifted from building awareness and campaigns to applying analytics and other digital marketing technologies to drive revenues. In the first paper on CMOs, we examine the impact of CMO tenure on brand performance and the firm’s cost of capital.

 

 

CMO Compensation Mix and Marketing Outcomes 

 

 

 

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