Marketing as an investment in shareholder value

We present resource-based and capability-based arguments of marketing investment intensity to offer a strategic view of marketing as an investment in shareholder value. We find that marketing investment intensity has a U-shaped quadratic effect on shareholder value creation (Tobin’s q) that calls fo...

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Bibliographic Details
Main Authors: Mathew Hughes, Paul Hughes, Ji K. Yan, Carlos M. Sousa
Format: Default Article
Published: 2018
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Marketing investment
Marketing
R&D
Human capital
Operations
Capabilities
Shareholder value
Investment intensity
Productivity
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/28032
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