The role of marketing employees in marketing performance : an empirical investigation

The role of marketing employees in contributing to marketing performance (individual and organisational), has, in general, been under-researched. Most research in marketing has focused on the activities of marketing employees and the outputs of those activities, rather than the inputs, i.e., the abilities, skills, or knowledge of the marketing employees themselves. This study represents a unique insight into the marketing capabilities and marketing performance of employees within a multinational organisation, as reported by the employees themselves. Using Structural Equation Modelling (SEM), strong support was found for a systems model of marketing competency marketing performance, suggesting that such relationships are complex and are not studied readily in isolation from external factors. Organisations that are able to conceptualise, operationalise, measure, monitor, and address marketing employee competency, intentions, and perceptions, as well as maintain the appropriate levels of management control, should have a greater likelihood of creating high performing employees, than those organisations that are unable to focus on these core aspects of people\u27s performance. In addition, those same employees are likely to be more satisfied, motivated, and committed, require less assistance and time to complete tasks, and have greater productivity and be less likely to leave the orga.\u271isation.