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
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: 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