Marketing Return on Investment: Seeking Clarity for Concept and MeasurementSep 12, 2014 Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein, 2014, 14-108
Reviews current uses of ROI metric in marketing (MROI), covering marketing initiatives in different business sectors. Focuses on the connection between MROI and business objectives, highlighting different variants of MROI. Also discusses the importance of setting MROI hurdle rates that recognize marketing’s ability to drive revenue and firm’s cost of capital.
Marketing’s Impact on Firm Value: Generalizations from a Meta-AnalysisAug 19, 2014 Alexander Edeling and Marc Fischer, 2014, 14-107
Develops a meta-analysis of econometric elasticity estimates of the impact of marketing variables on firm value; based on 488 elasticities from 83 studies using data from North and South America, Europe, and Asia spanning 40 years (1971-2011).
Two Centuries of Epochal Innovation and Stock Market BubblesJul 8, 2014 Alina Sorescu, Sorin M. Sorescu, Will J. Armstrong, and Bart Devoldere, 2014, 14-106
Examines the potential role of epochal innovations as catalysts for stock market bubbles; compiles a census of 16 epochal innovations commercialized by the private sector in the U.S. and U.K, and measures the path of stock prices and dividends for firms involved in their commercialization.
Rising Prices under Declining Preferences: The Case of the U.S. Print Newspaper IndustryJul 3, 2014 Adithya Pattabhiramaiah, S. Sriram, and Shrihari Sridhar , 2014, 14-105
Using data from a top-50 U.S. regional print newspaper, illustrates how changes in one side of a two-sided market (advertising) can affect prices on the other side (readers).
Effect of Transformational Relationship Events on Exchange PerformanceJul 1, 2014 Colleen M. Harmeling, Robert W. Palmatier, Mark B. Houston, and Mark J. Arnold, 2014, 14-104
Develops a conceptual framework of transformational relationship events (TREs) in B2B relationships; conducts a field study of 773 B2B relationships to identify the mechanisms by which TREs impact performance.