We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue that current accounting practices contribute significantly to the declining influence of marketing within...

We consider how public firms influence their stock market valuations by timing the introduction of innovative new products. Our focus is on innovation ratchet strategy — firms timing the introduction of innovations in order to demonstrate an improvement in the number of introductions over...

The choice of post-merger corporate branding is a major strategic decision. It serves as a signal about the positioning and strategic intent of the new merged entity to the key stakeholders—customers, employees, and investors—affecting their ensuing behavior. We investigate the financial...

We examine the role personal compensation incentives of CMOs and CEOs play in inducing myopic marketing management. We find that CEO equity incentives are largely unrelated to the incidence and severity of myopic marketing management. CMO equity compensation, on the other hand, is highly...

Because current earnings predict future financial performance, the stock market reacts strongly to earnings announcements. How rapidly and in what manner information about marketing actions and strategies is accounted for in the stock valuation is less clear. We examine the financial market's...

We assess which brand asset metrics provide incremental information content to accounting performance measures in explaining stock return. Our analysis focuses on the five quot;pillars,quot; i.e., central brand attributes, that form the basis for the newly updated Young and Rubicam Brand Asset...

Some past research has provided results suggesting that the financial markets mis-price customer satisfaction, i.e., firms advantaged in customer satisfaction are posited to earn positive future-period abnormal stock returns. By allowing for differences across sectors in the economy, we provide...