Date of Award


Degree Type


Degree Name

Doctor of Philosophy in Business Administration




Business Administration

First Advisor

Kevin L. Sample


There is no standard organizational structure of the product management function within the medical device industry, which introduces the potential for insufficient understanding of trade-offs made by marketing leaders and the potential for impact upon product performance in a critical category.

This dissertation demonstrates that product/brand structure type and market structure type are common organizational structures among the marketing function within the medical device industry; and that a select variety of marketing tasks and marketing metrics contribute to a significant positive relationship with product performance. This empirical study includes a mixed methods approach to an exploratory research design.



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