The Role of CEO in Marketing Decision Making: A Problem-Solving Approach to the Lelu Perfume Brand

Lucky Roy Saputra; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/fjas.v4i6.160

Authors

Lucky Roy Saputra Universitas Telkom
Agus Maolana Hidayat Universitas Telkom
Arry Widodo Universitas Telkom
Nurafni Rubiyanti Universitas Telkom

DOI:

https://doi.org/10.55927/fjas.v4i6.160

Keywords:

Chief Executive Officer (CEO), Marketing Decisions, Corporate Strategy

Abstract

This article examines the crucial role of the Chief Executive Officer (CEO) in a company's marketing decision-making. The CEO, apart from being a strategic leader, plays a central role in determining the direction of marketing that is in line with the company's vision and mission. This research highlights how the active involvement of CEOs in marketing decisions increases the effectiveness of strategies, strengthens brands, and increases competitiveness. Factors such as the CEO's experience, leadership style, and market understanding affect the quality of decisions. The study also discusses how CEOs can leverage data and market analysis to make targeted marketing decisions. This article examines the impact of collaboration between CEOs and marketing teams in generating innovative innovations and creative marketing strategies. In conclusion, the CEO's involvement in marketing is not only important, but essential to creating added value and achieving the company's success in a competitive market.

References

Bonsu, C. O., Liu, C., & Yawson, A. (2023). The impact of CEO attributes on corporate decision-making and outcomes: a review and an agenda for future research. International Journal of Managerial Finance, 20(2), 503–545.

Brege, H., & Kindström, D. (2020). Exploring proactive market strategies. Industrial Marketing Management, 84, 75–88.

Chowdhury, M. S., Ahmmed, F., & Hossain, I. (2020). Methodological dilemma in microfinance research: Applicability of a qualitative case study design. The Qualitative Report, 25(2), 271–290.

Eriksson, T., Robertson, J., & Näppä, A. (2025). Functional top management teams and marketing organization: exploring strategic decision-making. Journal of Strategic Marketing, 33(1), 1–18.

Farquhar, J., Michels, N., & Robson, J. (2020). Triangulation in industrial qualitative case study research: Widening the scope. Industrial Marketing Management, 87, 160–170.

Glowka, G., Kallmünzer, A., & Zehrer, A. (2021). Enterprise risk management in small and medium family enterprises: the role of family involvement and CEO tenure. International Entrepreneurship and Management Journal, 17(3), 1213–1231.

Hammerschlag, Z., Bick, G., & Luiz, J. M. (2020). The internationalization of African fintech firms: marketing strategies for successful intra-Africa expansion. International Marketing Review, 37(2), 299–317.

Haque, F., & Ntim, C. G. (2020). Executive compensation, sustainable compensation policy, carbon performance and market value. British Journal of Management, 31(3), 525–546.

Jhamb, D., Aggarwal, A., Mittal, A., & Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), 909–936.

Kang, I., Koo, J., Han, J. H., & Yoo, S. (2022). Millennial consumers perceptions on luxury goods: Capturing antecedents for brand resonance in the emerging market context. Journal of International Consumer Marketing, 34(2), 214–230.

Kim, K., & Kim, B. (2022). Decision-making model for reinforcing digital transformation strategies based on artificial intelligence technology. Information, 13(5), 253.

Kohli, M., & Gill, S. (2020). Impact of family involvement on strategy and CEO compensation: Evidence from the Indian pharmaceutical industry. Journal of Family Business Management, 10(3), 189–212.

Li, X., Wang, Y., Yang, M. M., & Tang, Y. (2023). Owner CEO narcissism, international entrepreneurial orientation and post-entry speed of internationalization: an empirical study of exporting SMEs from China. International Marketing Review, 40(3), 452–478.

Loyens, K., Claringbould, I., Rossem, L. H., & van Eekeren, F. (2022). The social construction of integrity: A qualitative case study in Dutch football. Sport in Society, 25(9), 1714–1733.

Pereira, L., Santos, R., Sempiterno, M., Costa, R. L. da, Dias, Á., & António, N. (2021). Pereira problem solving: Business research methodology to explore open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 84.

Wilkinson, N. (2022). Managerial economics: problem-solving in a digital world. Cambridge University Press.

Xu, Y., Shieh, C.-H., van Esch, P., & Ling, I.-L. (2020). AI customer service: Task complexity, problem-solving ability, and usage intention. Australasian Marketing Journal, 28(4), 189–199.

Yu, Y., Rothenberg, L., & Moore, M. (2021). Exploring young consumer’s decision‐making for luxury co-branding combinations. International Journal of Retail & Distribution Management, 49(3), 341–358.

Zhang, L., Zhao, H., & Cude, B. (2021). Luxury brands join hands: building interactive alliances on social media. Journal of Research in Interactive Marketing, 15(4), 787–803.