The role of organizational attributes on the marketing performance of Asian telecommunication companies: mediating effect of the Chief Marketing Officers’ political skill

Abstract

Purpose

At present, for any product, smooth marketing has become a major challenge due to the novel market challenges as well as sudden and extended changes. Thus, the concerns for the marketers are essential to consider the choice of buyers and also to satisfy them. The purpose of this empirical research is to focus on the role of three organizational attributes (OA): job satisfaction (JS), organizational commitment (OC) and extrinsic motivation (EM) on the marketing performance (MP) mediated by the Chief Marketing Officers' (CMOs') political skill (CPS) in the telecommunication industries of China, Singapore, Vietnam, Malaysia, Indonesia, India, Pakistan, Bangladesh, United Arab Emirates (UAE) and Sri Lanka.

Design/methodology/approach

In this paper, based on 132 survey responses collected from CMOs, the authors conducted descriptive statistics using Statistical Package for Social Science (SPSS-25) and tested the assumed hypotheses through covariance-based structural equation modeling (CB-SEM) using AMOS software (version 25).

Findings

The authors found that JS has an insignificant role on MP while OC and EM have significant positive roles over the dependent variable. CPS has also a significant positive influence over MP. Further, the authors identified that CPS can fully mediate the relationship between JS and MP while it can partially mediate the relationship between OC and MP. On the other hand, CPS cannot mediate the relationship between EM and MP at all.

Originality/value

According to authors’ knowledge, this is one of the very limited initial attempts that have investigated the role of three important OA on the MP testing the mediating effect of CPS. The authors expect that the study outcomes will have an enormous impact on marketing academia as a torch-bearing research as well as for CMOs for formulating an effective marketing policy.

Citation

Mustafi, M.A.A., Dong, Y.-j. and Hosain, M.S. (2023), "The role of organizational attributes on the marketing performance of Asian telecommunication companies: mediating effect of the Chief Marketing Officers’ political skill", Journal of Contemporary Marketing Science, Vol. 6 No. 1, pp. 89-108. https://doi.org/10.1108/JCMARS-08-2022-0024