Marketing in a silo world: The new CMO challenge

California Management Review

Volumn 51, Issue 1, 2008, Pages

  Aaker, David A ^a  

^a NONE

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EID: 58149215748     PISSN: 00081256     EISSN: None     Source Type: Journal    
DOI: 10.2307/41166473     Document Type: Article

References (12)

1. The firms were selected to represent a range of industries and home countries. The set of firms included Adobe, Allstate, BAH Millers, Barclay's, BBVA (Spain), Bernesse (Japan), BP, Canon, Carlson, Caterpiller, CDW, ChevronTexaco, Clorox, DDB, Dell, Dentsu, Dolby, Dow Corning, Dreyer's, Fidelity, GE, GIGNA, GM, Google, Hitachi, HSBC, IBM, Intel, Logitech, McDonald's, 3M, Monsanto, Nestle, P&G, Prophet, SABMiller, Seagram's, Seibel, Syrotra (China), Toyota (China), UBS, VISA, and Y&R. Tom Again participated in some early interviews and has contributed as well with insights about the role of the CMO team.
2. For an extended discussion of overbranding and a framework to deal with it see David Aaker, Brand Portfolio Strategy (New York, NY: The Free Press, 2004), pp. 295-311.
3. For a vivid example of how a movement toward an integrated systems offering saved IBM during the 1990s, see the account in Louis V. Gerstner, Jr., Who Says Elephants Can't Dance? (New York, NY: HarperBusiness, 2002) espedally Chapter 6.
4. For a broader discussion, see Frederick E. Webster, Jr., Alan J. Malter, and Shankar Ganesan, "The Decline and Dispersion of Marketing Competence," Sloan Management Review, 46/4 (Summer 2005): 35-43.
5. Robyn Meredith, "It Takes a Crisis," Forbes, August 11, 2008, pp. 97-102.
6. Greg Welch, "CMO Tenure: Slowing Down the Revolving Door," Spenser Stuart Blue Paper, 2004.
7. For a provocative point of view see Gail J. McGovern and John A. Quelch. "The Fall and Rise of the CMO," Strategy+ Business, 37 (Winter 2004): 44-51.
8. See, for example, Jon R. Katzenbach and Douglas K. Smith, The Wisdom of Teams (New York, NY: Collins Business, 2003);
9. J. Richard Hackman, Leading Teams: Setting the Stage for Great Performances (Boston, MA: Harvard Business School Press, 2002);
10. Arvind Malhotra, Ann Majchrzak, and Benson Rosen, "Leading Virtual Teams," Academy of Management Perspectives, 21/1 (February 2007): 60-70.
11. An example would be that described in David Aaker, Strategic Market Management, 8th edition, Part I (New York, NY: John Wiley & Company, 2008).
12. Ed Catmull, "How Pixar Fosters Collective Creativity," Harvard Business Review, 86/9 (September 2008): 71.