Linking Marketing Activities to Shareholder Value: Philosophical and Methodological Issues

Jin-Woo Kim, Michael Richarme

Research output: Contribution to journalArticlepeer-review

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Abstract

The stream of marketing-finance interface has provided justification for marketing’s
important value in the business world. However, little attention has been paid to address
philosophical and methodological issues and to provide scientific rationales of marketing-finance.
Therefore, the authors strive to address several philosophical and methodological issues in the
marketing-finance interface research stream. The marketing-finance interface research appears
to adopt a relativistic approach, seeking to apply rigorous empirical methods and secondary
large-scale archival data for higher external validity. Recommendations for solidification of
philosophical and methodological foundations are provided.
Original languageAmerican English
JournalJournal of Management and Marketing Research
Volume5
StatePublished - Jun 2010

Disciplines

  • Business
  • Marketing

Keywords

  • Marketing metric
  • Marketing-finance interface
  • external validity
  • firm valuation
  • research methodology

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