Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions

45 Pages Posted: 25 May 2008 Last revised: 27 Mar 2012

Shuba Srinivasan

Boston University - Questrom School of Business

Dominique M Hanssens

University of California, Los Angeles (UCLA) - Anderson School of Management

Date Written: May 9, 2008

Abstract

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. We first frame the important research questions on marketing and firm value and review the important investor response metrics and relevant analytical models, as they relate to marketing. We next summarize the empirical findings to date on how marketing creates shareholder value, including the impact of brand equity, customer equity, customer satisfaction, R&D, product quality and specific marketing-mix actions. In addition we review emerging findings on biases in investor response to marketing actions. We conclude by formulating an agenda for future research challenges in this emerging area.

Keywords: Marketing investments, investor response, firm valuation

Suggested Citation

Srinivasan, Shuba and Hanssens, Dominique M, Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions (May 9, 2008). Boston U. School of Management Research Paper No. 2009-6. Available at SSRN: https://ssrn.com/abstract=1136332 or http://dx.doi.org/10.2139/ssrn.1136332

Shuba Srinivasan (Contact Author)

Boston University - Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA MA 02215
United States
6173535978 (Phone)
6173534098 (Fax)

HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/SrinivasanShuba.html

Dominique M Hanssens

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
310-825-4497 (Phone)
310-206-7422 (Fax)

HOME PAGE: http://www.anderson.ucla.edu/faculty/dominique.hanssens/

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