Relationship Marketing's Role in Managing the Firm-Investor Dyad

33 Pages Posted: 15 Dec 2008 Last revised: 24 May 2011

See all articles by Arvid O. I. Hoffmann

Arvid O. I. Hoffmann

University of Adelaide - Business School

Joost M. E. Pennings

Maastricht University; Wageningen UR

Simone Wies

Goethe University Frankfurt - Research Center SAFE

Date Written: September 3, 2010

Abstract

This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in managing investor relationships. The framework illustrates how companies can turn investor relationships into market-based assets by analyzing and managing them from a relationship marketing and stakeholder perspective. Marketing can contribute to investor relationship management and increase shareholder value by lowering the cost of equity capital, increasing analyst coverage and stock liquidity, and reducing shareholder activism. An investigation among investor relations professionals working at publicly traded companies in the Euronext 100 stock index demonstrates the framework’s empirical validity and provides managerial implications.

Keywords: Marketing-Finance Interface, Investor Relations, Role of Marketing, Market-Based Assets

JEL Classification: G00, G3, M3

Suggested Citation

Hoffmann, Arvid O. I. and Pennings, Joost M. E. and Wies, Simone, Relationship Marketing's Role in Managing the Firm-Investor Dyad (September 3, 2010). Journal of Business Research, Vol. 64, Issue 8, pp. 896-903 . Available at SSRN: https://ssrn.com/abstract=1316213

Arvid O. I. Hoffmann (Contact Author)

University of Adelaide - Business School ( email )

10 Pulteney Street
Adelaide, South Australia 5005
Australia

Joost M. E. Pennings

Maastricht University ( email )

P.O. Box 616
Maastricht, 6200MD
Netherlands

Wageningen UR ( email )

Hollandseweg 1
Wageningen, 6706KN
Netherlands

Simone Wies

Goethe University Frankfurt - Research Center SAFE ( email )

(http://www.safe-frankfurt.de)
Theodor-W.-Adorno-Platz 3
Frankfurt am Main, 60323
Germany

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