Researcher tackles impact of a CMO's life events on businesses' bottom line
When a major company's CEO goes through a messy divorce or is arrested for drunk driving, investors often get nervous, worried that the executive's personal struggles will dent their returns. But most people hardly notice when a chief marketing officer has similar personal problems.
Chief marketing officers (CMOs) often face personal struggles that may not significantly impact their performance, but when they do, it could affect their work and the company's bottom line. University of Mississippi marketing professor Cong Feng studied how a CMO's personal life can spill over into their job performance. He developed a framework to help explain how these life events may positively or negatively influence job performance.
The research, published in the Journal of Business Research, introduces four categories under the acronym SIGN to link life events to specific marketing outcomes. Feng's study emphasizes the importance of creating a supportive work environment that balances employee well-being with marketing effectiveness, without treating personal life issues as failures.
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