Demystifying the Impact of Marketing Decisions on Market Share and Firm Value - A Chain-of-effects Perspective

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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...

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Bibliographic Details
Main Authors:	Adithipyangkul, pattarin, Sharma, Piyush, Leung, Tak Yan
Format:	Conference Paper
Published:	2020
Online Access:	http://hdl.handle.net/20.500.11937/78265

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