Marketing department's impact on the pursuit of market deriving strategy

The focus of this paper is on understanding the role of the Marketing departiment in pursuing market driven vs. market driving strategies. Results indicate that market driving and market driven strategies are two strategies that can be both pursued in market oriented companies. The influence of marketing departments' integration with marketing agencies exibits positive impact. Marketing department's accountability and positioning capabilities also play an important role. However, Marketing department's characteristics seem to be unimportant for firms puruisng market-driving strategies