Examines the role personal compensation incentives of CMOs and CEOs play in inducing myopic marketing management. Combines data from multiple sources (ExecuComp, Center for Research in Security Prices [CRSP], Compustat, and Thomson Reuters Insider Filing Data Feed) from 1993-2014. Uses multiple methods designed to identify causal effects (e.g., inverse probability weighted regression adjustment, Heckman selection bias correction, endogenous treatment effects, control function, difference-in-differences), which allows for a causal interpretation of findings.