"Homburg, Workman, and Krohmer (1999) examine marketing’s influence within the firm and, in a survey of U.S. and German companies, find that marketing had substantial influence — at least ten years ago. They also find that marketing’s influence is related to (1) external contingency variables, such as the frequency and unpredictability of market-related changes; (2) competitive strategies; and (3) institutional determinants, such as whether the chief executive officer (CEO) has a marketing background."