This meta-analysis investigates how a company's network relationships, like those with partners and suppliers, influence its success. While strong network positions generally improve performance, their impact is multifaceted. Key factors include the type of network, market dynamics (size and competition), company priorities (e.g., customer focus), and performance metrics (e.g., profits, innovation).

This research uncovers three distinct types of marketing organizations, challenging the common debate about their role. While some believe marketers control all marketing decisions, others see them as simply promoting work done by other departments. The authors reveals three categories: Growth Champions (17%), which actively drive business growth, aligning with the traditional view of marketing's influence; Service Providers (43%), primarily focused on supporting other departments, reflecting a more limited scope for marketing; and Marcom Leaders (40%), which excel at branding and communication, shaping the company's image.

Dr. Alok Kumar, associate professor of marketing and W. W. Marshall College Professor, explores the existing literature on American multinational corporations (MNCs) within marketing. Although MNCs represent a common and complex organizational form, there is little research devoted to channel management from an MNC perspective. Aiming to address this gap, Kumar and his co-authors, including Dr. Amit Saini, professor of marketing and W. W. Marshall College Professor at Nebraska, propose an organizing framework to spur and guide further research.