Working Papers

Market-based Assets and Shareholder Value: A Framework for Analysis

Rajendra K. Srivastava, Tasadduq A. Shervani, and Liam Fahey

Jan 1, 1997

Develops a framework explicating marketing’s relationship to market-based assets—such as customer, channel, and partner relationships—that can increase shareholder value through accelerating and enhancing cash flows, reducing volatility and vulnerability, and increasing residual value of cash flows. MSI Best Paper Award Winner

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