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In: Key Concepts in Leadership

Chapter 20: Finance-Oriented Leadership and Marketing-Oriented Leadership

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Finance-Oriented Leadership and Marketing-Oriented Leadership
Finance-oriented leadership and marketing-oriented leadership

Focusing on controlling the spending of an organization drives a very different mindset from a focus on new marketing opportunities. Not all finance directors (FDs) see their job as mainly about control – for some, it is about using capital as a route to new opportunities. Similarly, some marketing professionals focus very clearly on analytic methods driven by marketing research, and are far from flamboyant risk takers. So we should avoid stereotypes if ...

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