The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research

Abstract

The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broadened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. We discuss new methodological developments and offer solutions to recent technical debates on the event-study method and Tobin’s q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between “doing good” and “doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions.

Executives with customer experience and firm performance in the B2B context

“…In response to recent criticism toward the traditional measure of Tobin's q (Bendle and Butt, 2018;Edeling et al, 2020), our measure of Tobin's q incorporates the intangible capital of a firm. Specifically, we measure Tobin's q as the ratio of the sum of common stock, preferred stock and total debt minus current assets to the total of physical and intangible capital.…”

Customer Satisfaction and Implied Cost of Equity: Moderating Effects of Product Market Conditions and Chief Marketing Officer

“…Next, it begs the question as to what other variables can significantly influence the COE. The impacts of digital marketing activities (Colicev et al, 2018) and marketing initiatives focusing on employees (Fu et al, 2020) might be worthy of additional investigations (Edeling, Srinivasan, & Hanssens, 2020).…”

“…Finally, the research results are based on aggregated firms regardless of the industry types, which may reveal the heterogeneity across sectors (Edeling, Srinivasan, & Hanssens, 2020;Lariviére et al, 2016). The satisfaction impact possibly varies between services, manufacturing firms (Gupta & Zeithaml, 2006), and technology sectors (Jacobson & Mizik, 2009), thereby requiring further examinations.…”

“…Coeff. sectors (Edeling, Srinivasan, & Hanssens, 2020;Lariviére et al, 2016). The satisfaction impact possibly varies between services, manufacturing firms (Gupta & Zeithaml, 2006), and technology sectors (Jacobson & Mizik, 2009), thereby requiring further examinations.…”

Informações dos Investimentos de Marketing: Recurso de Diferenciação ou Segredo?

“…Um deles é a intensidade dos investimentos de marketing definida como os gastos da empresa em ações estratégicas de marketing (Markovitch, Huang, & Ye, 2020). A teoria em marketing sugere que quanto maior é o recurso financeiro alocado em marketing, maior é o valor da empresa (Luo, 2008) e mais disclosure deveria ser praticado por consequência para justificar esses investimentos (Edeling, Srinivasan, & Hanssens, 2020). O segundo construto é o ciclo de vida da organização definido como as fases de vida da empresa, sendo início (nascimento e crescimento), maturidade e declínio (turbulência e declínio) (Dickinson, 2011).…”