Metrics: Financial and Nonfinancial
Recognizing and Measuring Brand AssetsJan 1, 1991 Peter H. Farquhar, Julia Y. Han, and Yuji Ijiri, 1991, 91-119
Suggests method for formally valuing brands and recognizing them as assets in financial statements. This approach relies on "momentum accounting."
Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service MarketsJan 1, 1990 Siva K. Balasubramanian and V. Kumar, 1990, 90-109
Explains variation in advertising and promotional expenditures-to-sales ratios, or marketing communications intensity (MCI), across three markets; presents empirical study to identify the key correlates of MCI in 30 industries.
The Effect of Market Orientation on Business ProfitabilityJan 1, 1989 John C. Narver and Stanley F. Slater, 1989, 89-120
Develops a measure of market orientation and a test for the relationship between a business's market orientation and profitability.
Accounting for the Market Share-ROI RelationshipJan 1, 1989 Paul W. Farris, Mark E. Parry, and Frederick E. Webster, Jr., 1989, 89-118
Illustrates a method for using accounting identities in the analysis and interpretation of studies dealing with market share-ROI relationships.
The Impact of New Product Introductions on the Market Value of FirmsJan 1, 1989 Paul K. Chaney, Timothy M. Devinney, and Russell S. Winer, 1989, 89-105
Demonstrates the usefulness of a financial economics technique—event study methodology—in a marketing application.
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