Marketing Initiatives, Expected Cash Flows, and Shareholders' Wealth  

Oleh:

Rao, Ramesh K.S. ; Bharadwaj, Neeraj

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 1 (Jan. 2008), page 16-26.
Topik: Marketing Strategy; Marketing Accountability; Firm Value; Shareholder Wealth; Productivity

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

It is widely accepted that marketing initiatives help firms acquire and retain customers. However, the link between the cash flows generated by customers' purchases and shareholders' wealth is not fully understood, and the literature is increasigly advocating the need for greater "marketing accountability." In this interdisciplinary research, the authors adapat the theory of firm valuation from finance and show that a marketing action can affect the shareholders' wealth by (1) determining the firm's net present value (the "stock price effect") and (2) potentially reducing the firm's cash needs (the "released working capital effect"). In demonstrating these results, the authors advance marketing theory by answering calls made in the literature to link marketing actions to the investors' cash flows, the firm's working capital needs, and the owners' wealth. The approach also shows that by reducing the firm's cash needs, marketing can increase the firm's productivity (operating efficiency). This imputes a critically important role for marketing. By increasing productivity, marketing can increase the firm's competitive posture and, thus, its long-term viability.

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