Institutional Authority and Communication in Marketing

Nelson stood there speechless. The Board of Directors stared blankly back at him in still silence. The company president broke the quiet: “Well, aren’t you going to say something?” In that moment, Nelson's mind raced with combined disbelief and wonder. As Chief Marketing Officer at Adobe Systems, Nelson had worked tirelessly, creating new brands, maintaining old ones, and broadcasting the Adobe name across the world. And he had done so all before the age of 40. He stood in the boardroom now, facing his bosses, who had apparently thought his efforts were worthy of being nominated for (and winning) the American Marketing Association’s 4-Under-40 Emerging Leaders Award [Authoritative Organization].

Nelson knew what this meant for his career. The award was given every year to up and coming executives that demonstrated leadership, forward thinking, and innovation in marketing. Nelson’s work in marketing data analytics was novel and innovative, and it was quickly becoming common practice among other companies. Nelson never liked to brag. But now he had the approval of his bosses and the validation of his profession’s highest authority.

The company president spoke again: “Nelson, you better pack your bags. The Annual Marketing Conference doesn’t appreciate tardiness.” [Influential Event]. This shocked Nelson back into reality. “Yes, sir. Thank you,” was his reply.

Nelson walked contentedly back to his office. The AMA Annual Marketing Conference was a mecca. Aspiring marketers have always dreamed of attending, hoping to build their networks and capitalize on connections. Another annual conference in summer honored excellent articles written for the Journal of Marketing, the principle medium for communicating and changing marketing standards, but it paled in comparison to the main conference [Authoritative Publication, Changing Standards]. In attending this marketer’s paradise, Nelson’s career would never be the same.

As Nelson walked and contemplated his future, he passed a picture frame that had hung on the wall for as long as he had been at the company. In the frame, in neat script, was a portion of the Statement of Ethics [Regulating Standard]. The marketer’s version of the Hippocratic Oath, Nelson remembered bits and pieces of it from graduate school. He smiled a little half smile as he read the marketer’s charge to “Contribute to the overall betterment of marketing and its reputation.” Nelson, a normally quiet, reserved man, allowed himself a single fist-pump; it had been a big day for him.