The Theory and Practice of Myopic Management
Journal of Marketing Research, Forthcoming
52 Pages Posted: 23 Mar 2009 Last revised: 14 Aug 2011
Date Written: July 15, 2009
Abstract
We review the theory and empirical evidence of myopic management as it pertains to marketing practice. We document empirically the stock market’s inability to properly value marketing and innovation activity in the face of potential for myopic management. We assess the total financial consequences of myopic management (the practice of cutting marketing and R&D spending to inflate earnings) and find that myopia has long-term net negative impact on firm value. We contrast myopic management with accounting accruals-based earnings inflation and show that the real activities (i.e., myopic management), and not the accounting numbers manipulation, have the greater negative impact on future financial performance. These results are consistent across alternative abnormal return measures and alternative benchmarks we use. We discuss the role shareholders, managers, and marketing researchers can play in limiting myopic management practices.
Keywords: myopic management, real earnings management, accruals-based earnings management
Suggested Citation: Suggested Citation
Do you have negative results from your research you’d like to share?
Recommended Papers
-
Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions
-
Consumer Negative Voice and Firm-Idiosyncratic Stock Returns
By Xueming Luo
-
Retail-Price Drivers and Retailer Profits
By Vincent R. Nijs, Shuba Srinivasan, ...
-
Product Innovations, Advertising and Stock Returns
By Shuba Srinivasan, Koen H. Pauwels, ...
-
The Financial Rewards of New Product Introductions
By Barry L. Bayus, Gary Erickson, ...
-
Innovation's Effect on Firm Value and Risk: Insights from Consumer Packaged Goods
By Alina Sorescu and Jelena Spanjol
-
The Financial Value Impact of Perceptual Brand Attributes
By Natalie Mizik and Robert Jacobson
-
The Long Term Stock Market Valuation of Customer Satisfaction
By Lerzan Aksoy, Bruce Cooil, ...
-
Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices
By Xueming Luo