Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda

20 Pages Posted: 1 Jul 2012

See all articles by Markus Lamest

Markus Lamest

University of Dublin - Trinity College

Mairead Brady

Trinity College Dublin - The University of Dublin; Trinity College Dublin - School of Business; University of Dublin - School of Business Studies

Date Written: June 30, 2012

Abstract

The severe consequences of the recent recession have led to a heated debate on the suitability of traditional financial metrics both among academics and practitioners (Ambler, 2010; Danielson et al., 2008; Davidson, 2009; McDonald, 2010). It is believed that as a result of the recent economic downturn, top-level managers have become increasingly aware of the malpractices resulting from the reliance on purely financial numbers only (see van Doorn et al., 2010). What is missing is a study that thoroughly explores and defines the phenomenon of financial and marketing metrics in the context of the recent recession. A research agenda is suggested to study whether senior-level managers are guided by a set of marketing metrics or whether the traditional financial metrics still dominate in organisations. In particular, this agenda lists five research issues that deserve the attention of current and future marketing research.

Keywords: Marketing Metrics, Financial Metrics, Recession, Strategic Decision-Making

Suggested Citation

Lamest, Markus and Brady, Mairead, Has the Recession Influenced the Way in Which Senior Managers Use Marketing and Financial Metrics? Towards a Research Agenda (June 30, 2012). Available at SSRN: https://ssrn.com/abstract=2097111 or http://dx.doi.org/10.2139/ssrn.2097111

Markus Lamest (Contact Author)

University of Dublin - Trinity College ( email )

2-3 College Green
Dublin, D2
Ireland

Mairead Brady

Trinity College Dublin - The University of Dublin ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

Trinity College Dublin - School of Business ( email )

Belfield

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

University of Dublin - School of Business Studies ( email )

College green
Dublin 2
Ireland
+353-1-896 2705 (Phone)

HOME PAGE: http://www.tcd.ie/Business_Studies/research/faculty/bramai.php

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