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Institutional ownership and marketing myopic management

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The effect of marketing investment on firm value and systematic risk

Mousa, Musaab; Nosratabadi, Saeed; Sági, Judit; … - In: Journal of open innovation : technology, market, and … 7 (2021) 1/64, pp. 1-17

Analyzing the financial benefit of marketing is still a critical topic for both practitioners and researchers …. Companies consider marketing costs as a type of investment and expect this investment to be returned to the company in the form … study aims to test the impact of marketing investment on firm value and systematic risk. To do so, data related to four …

Persistent link: https://www.econbiz.de/10012490435