Demystifying the Impact of Marketing Decisions on Market Share and Firm Value - A Chain-of-effects Perspective
This paper uses the ‘chain-of-effects’ framework for marketing productivity and agency theory to explore the underlying mechanism that drives the effects of marketing decisions (measured by marketing expenses and relative compensation for executive directors with marketing experience) on firm val...
| Main Authors: | , , |
|---|---|
| Format: | Conference Paper |
| Published: |
2020
|
| Online Access: | http://hdl.handle.net/20.500.11937/78265 |