Exploring the Role of Strategic Marketing Department

Abstract

This research uncover the contribution of marketing function to corporate strategy in the specific context of a company having a strategic marketing department through a single case study. The most significant contribution is the theoretical and empirical assessment of a relationship between strategic marketing and marketing architecture at corporate level, suggesting that configuration theory approaches are valuable in the strategic marketing field. The case study shows that the creation of a strategic marketing department at corporate level is a way to support strategic change and competitiveness particularly in organizations moving from product-centered to extensive customer-centered orientation.