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Kim Whitler - Marketing Research

Social Science
Darden School of Business - Marketing
Supervising Faculty Member: 
Whitler, Kim
Research Focus: 

My research is focused on helping the upper echelons leaders of the firm (boards of directors, CEOs, and top management team members) better understand and leverage marketing for firm advantage. The research assistant will assist on a number of different projects, such as the impact of boards of directors on chief marketing officers and the effect of CEO pay on consumer behavior.

Position Description: 

Firm leaders expect their chief marketing officers (CMOs) to have significant impact on firm performance, and boards of directors (boards) consider marketing-related issues critical board-level priorities. Despite the importance of marketers and marketing to firm outcomes, boards do not appear to value CMOs at the strategy-setting level of the firm as they rarely include CMOs in board discussions and deliberations. The disconnect between the importance of marketing and the marginalization of marketers at the board level prompts the following question: How and in what ways may boards impact CMO performance? This research will include two reviews of the extant literature (from 1984 through 2021) including: 1) board impact on CMOs, and 2) board impact on the satisfaction, performance, and outcomes of the broader top management team (TMT), including Chief Financial Officers, Chief Information Officers, Chief Operating Officers, Chief Technology Officers, and Chief Strategy Officers. Additionally, we will develop a conceptual framework that links board characteristics to CMO outcomes and develop a research agenda with over 50 questions as the basis to develop scholarship. As the first research to investigate the impact of the board on CMO performance, we introduce a new theory of contingent performance than can affect outcomes.

Required Skills: 

Excellent writing skills, attention to detail, willing to manage projects independently, and committed to our work together. The ideal candidate is somebody who is considering a career working in research and would like a multi-year research role. This requires a commitment of 10 hours per week. 

What will you learn: 

How to conduct a library search for relevant reseaerch.
How to code (i.e., convert text into analyzable data).
How to conduct a literature review.
How to manage projects and lead "up".