Marketing budgeting in the upper echelons

Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organiza...

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Main Author: JIANG, Junqiu
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2024
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Online Access:https://ink.library.smu.edu.sg/etd_coll/614
https://ink.library.smu.edu.sg/context/etd_coll/article/1612/viewcontent/GPBM_AY2018_PhD_Junqiu_Jiang.pdf
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spelling sg-smu-ink.etd_coll-16122024-09-03T08:08:10Z Marketing budgeting in the upper echelons JIANG, Junqiu Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organizational process of securing approval for the marketing budget. Accordingly, this dissertation addresses this gap with two essays examining the marketing budgeting process by drawing on the theories-in-use (TIU) of both Chief Marketing Officers (CMOs) seeking approval for the marketing budget, and Chief Executive Officers (CEOs) approving the marketing budget. In Essay 1, I explore the objectives of both CMOs and CEOs when negotiating a marketing budget. The study reveals that their joint objective is to finalize a marketing budget that includes provision for resources that are commensurate with the KPIs expected from the marketing function, i.e., a calibrated marketing budget (CMB). Based on this insight, I advance budgeting theory and propose CMB as a dimension of the marketing budget sought by some CMOs. I also distinguish the marketing budget calibration process as distinct from other organizational budgeting processes and techniques. In Essay 2, I identify six unique marketing budgeting signals that CMOs use to lower the CEO’s agency concerns, thereby increasing the likelihood of obtaining approval for a CMB. Recognizing that the efficacy of these signals can vary with repeated use, I determine which signals are more (less) effective when repeatedly used by a CMO. This understanding is critical for CMOs to determine how often to repeat a signal to maximize its effectiveness. Taken together, this dissertation provides a theoretical foundation for advancing research on the marketing budgeting processes within organizations, offering new insights into the approval of marketing budgets. 2024-06-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/etd_coll/614 https://ink.library.smu.edu.sg/context/etd_coll/article/1612/viewcontent/GPBM_AY2018_PhD_Junqiu_Jiang.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Dissertations and Theses Collection (Open Access) eng Institutional Knowledge at Singapore Management University Marketing Budget Marketing Strategy Chief Marketing Officer Agency Theory Signaling Theory Theories-in-use Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing Budget
Marketing Strategy
Chief Marketing Officer
Agency Theory
Signaling Theory
Theories-in-use
Marketing
spellingShingle Marketing Budget
Marketing Strategy
Chief Marketing Officer
Agency Theory
Signaling Theory
Theories-in-use
Marketing
JIANG, Junqiu
Marketing budgeting in the upper echelons
description Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organizational process of securing approval for the marketing budget. Accordingly, this dissertation addresses this gap with two essays examining the marketing budgeting process by drawing on the theories-in-use (TIU) of both Chief Marketing Officers (CMOs) seeking approval for the marketing budget, and Chief Executive Officers (CEOs) approving the marketing budget. In Essay 1, I explore the objectives of both CMOs and CEOs when negotiating a marketing budget. The study reveals that their joint objective is to finalize a marketing budget that includes provision for resources that are commensurate with the KPIs expected from the marketing function, i.e., a calibrated marketing budget (CMB). Based on this insight, I advance budgeting theory and propose CMB as a dimension of the marketing budget sought by some CMOs. I also distinguish the marketing budget calibration process as distinct from other organizational budgeting processes and techniques. In Essay 2, I identify six unique marketing budgeting signals that CMOs use to lower the CEO’s agency concerns, thereby increasing the likelihood of obtaining approval for a CMB. Recognizing that the efficacy of these signals can vary with repeated use, I determine which signals are more (less) effective when repeatedly used by a CMO. This understanding is critical for CMOs to determine how often to repeat a signal to maximize its effectiveness. Taken together, this dissertation provides a theoretical foundation for advancing research on the marketing budgeting processes within organizations, offering new insights into the approval of marketing budgets.
format text
author JIANG, Junqiu
author_facet JIANG, Junqiu
author_sort JIANG, Junqiu
title Marketing budgeting in the upper echelons
title_short Marketing budgeting in the upper echelons
title_full Marketing budgeting in the upper echelons
title_fullStr Marketing budgeting in the upper echelons
title_full_unstemmed Marketing budgeting in the upper echelons
title_sort marketing budgeting in the upper echelons
publisher Institutional Knowledge at Singapore Management University
publishDate 2024
url https://ink.library.smu.edu.sg/etd_coll/614
https://ink.library.smu.edu.sg/context/etd_coll/article/1612/viewcontent/GPBM_AY2018_PhD_Junqiu_Jiang.pdf
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