Working Paper

Executives, Investors, and Academics Assessments of Marketing Performance: Trade-offs between Metric Type, Uncertainty, and Performance

Ofer Mintz

Paul Burke

University of Technology, Sydney

Mar 24, 2023


Uses a conjoint-based choice (CBC) experiment to determine the relative importance to marketing executives, non-marketing executives, investors and marketing academics of multiple performance metrics (customer mindsets, marketing assets, top-line, bottom-line, and capital market outcomes) when evaluating marketing effectiveness.

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