Integrating Management Accounting and Marketing in the Pursuit of Competitive advantage: the case for strategic management accounting

In search of strategic management accounting: theoretical and field study perspectives

“…In common with Simons (1987Simons ( , 1990), Shank and Govindarajan focus on the interface between strategy theory and management accounting, a perspective also evident in Kaplan and Norton's later work on the balanced scorecard (Kaplan andNorton, 1996, 2001). For these authors 'strategic management accounting' amounts to integrating elements of strategy theory into management accounting, while for us, being externally focused on the marketplace, SMA seeks to integrate insights from management accounting and marketing management within a strategic management framework (see Roslender and Hart, 2002a for further details).…”

Corporate Governance and Strategic Management Accounting Disclosure

“…• Identifying the elements of SMA definition from the results of the research conducted by (Bromwich, 1990;Hoque, 2006;Http://www.cimaglobal.com/, 2005;Langfield-Smith, 2008;Ma & Tayles, 2009;Roslender & Hart, 2002;Shank, 1989;Simmonds, 1981;Ward, 1992). …”

“…Although the substantial growth regarding SMA literatures has not achieved a definitive agreement, Cadez & Guilding (2008) state 1) that there has been limited consensus related to the definition of SMA, 2) and that SMA is of considerable concern, but the empirical research related SMA is still rare, and most researches so far only focused on the use of SMA techniques. Most of SMA empirical research used survey and interview techniques in reviewing the level of SMA implementation (AlMaryani & Sadik, 2012;Cadez & Guilding, 2008;Cinquini & Tenucci, 2007;Fowzia, 2011;Roslender & Hart, 2002).…”

“…Compared with the conventional accounting management, SMA has externally oriented perspective (Bromwich, 1990;Cadez & Guilding, 2008;Roslender & Hart, 2002). Therefore, broader disclosure of SMA in the company's financial statements will assist stakeholders in making decisions.…”

Strategic Management Accounting Development during Last 30 Years

“…However, some other authors see marketing as the more relevant orientation for SMA (See, for example, Foster and Gupta, 1994;Roslender, 1995Roslender, , 1996. Roslender and Hart (2002) argued that SMA should become "more thoroughly infused with marketing issues, theories and concepts to form a 'marriage of equal partners'". The resultant "brand management accounting" would include performance measures such as market share, market growth and brand strength, and customer profitability reports would focus on sub-brands and specific market offerings.…”