Marketing Strategy Meets Wall Street
Introduction
Marketing Strategy Meets Wall Street, Atlanta, 23-24 Jan 2009;
: : : Posting
: : methods
Marketing Strategy Meets Wall Street
Academic Conference at Emory University
January 23 & 24, 2009
Overview
Join us at the Marketing Strategy Meets Wall Street conference for the latest developments at the marketing-finance interface. Leading scholars in marketing and finance will present their latest work connecting marketing actions and brand equity, customer equity, and channel equity with financial performance and firm value.
The majority of the market value of firms is off the balance sheet. For Fortune 500 companies the off-balance sheet assets represent over 75% of their market capitalization. As such, it is imperative to develop a better understanding of the role of market-based assets, such as brand, customer, and channel equity. Additionally, there is a need to clarify the effects of marketing actions such as innovation development, advertising strategy, and pricing tactics in driving financial performance and shareholder value.
The Marketing Science Institute (MSI) and the Emory Marketing Institute (EMI) have allocated resources to fund high-quality empirical research on several critical questions in this area. These research topics were prioritized in a multi-disciplinary discussion session held in New York City consisting of leading accounting, finance, and marketing faculty, as well as representatives from corporations and investment banks.
Event Details
Register:
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Original URL
Location:
Goizueta Business School, Emory University Atlanta, Georgia, USA
Conference Fees:
$299. Fees will cover food and event transportation from the hotel to the conference building.
Date and length: Day and half. Friday January 23 & Saturday January 24, 2009.
Participants: Presenters will be those with accepted papers, submitted papers, and others who have written on the topic. Audience participation is open to other academics interested in attending, and practitioners. For the research thirty five proposals were submitted, and around half of them funded. Some of the papers are being submitted for consideration in the special issue of the Journal of Marketing.
Conference hotel: Emory Conference Center and the Emory Inn are the official conference hotels. These hotels are on the Emory University campus and are connected by a covered walkway. The conference rates are $154 and $104 respectively.
Reservations & Contact Information: Ask for the “Marketing Strategy Conference” rate
Reservations Desk: 877-339-8727 or 404-712-6000
Emory Conference Center, 1615 Clifton Road, Atlanta, GA 30329
Emory Inn, 1641 Clifton Road, Atlanta, GA 30329
Web:
Number of Sessions: Number of sessions and concurrent tracks depends on total presentations.
Website: Visit and select “Events”
Program Details
The specific program agenda will be disseminated once the speaker schedule is formalized. Below you will find the research topics around which this conference centers.
Priority Research Topics
- How informed are stock prices relative to important customer, brand, and marketing developments?
What are the conditions under which short-term vs. long-term financial performance and top-line vs. bottom-line performance impact stock prices?
Do quarterly earnings forecasts and subsequent performance receive the appropriate weight in valuation? Should firms be influenced by quarterly earnings targets whendetermining their marketing spending levels?
Should market-based assets (such as brand, customer, and channel equity) be on the balance sheet? Does Wall Street recognize the long-term importance of such intangible assets?
Why are movements in customer satisfaction not immediately reflected in stock prices, even though a long-run relationship between the two exists?
- Understanding brand valuation
We need rigorous methodological research on brand valuation methods that incorporate the impact of brands on the major drivers of shareholder value. For example, what is the impact of branding on the level, the growth and the sustainability of cash flows?
The ranking of brands by specialized suppliers needs more transparency. What would be an interdisciplinary, theoretically sound approach to evaluate and rank brands?
- Marketing spending and firm value
Critically evaluate the hypothesis that “better utilization of what is under marketing’s control is more important than communicating with capital markets. If marketing resources are well utilized, that will trickle down to the capital markets.”
Demonstrate the relationship between optimal marketing resource allocation and stock returns. Under what conditions are “suboptimal” marketing practices reflected in stock returns?
Many marketing strategies are focused towards segmentation and differentiation and hence “making markets imperfect.” The success of these actions is reflected in, forexample, brand loyalty and customer retention. Under what conditions are these strategies reflected in stock returns?
- The investor community as a customer
Are the right marketing metrics communicated to the investor community? As an example, should firm revenue be broken down between new and existing customers?
How do analysts’ interpretation of marketing events such as product-price changes impact stock prices?
How is the investor community influenced by public relations efforts?
Do stock prices of analyzed firms behave differently from those of non-analyzed firms? Are analysts’ recommendations more positive or “sticky” for firms with higher corporate brand equity?
Accepted Papers
Following is a list of titles of the papers accepted for funding. This is an example of the potential conference content, however the conference is not limited to these papers as not all the authors may attend and the conference is open for other researchers who did not participate in the earlier round of submissions.
- How the Marketing Mix of Leaders and Laggards Creates Shareholder Value
- Shareholder Activism and the Role of Marketing: A Framework for Analyzing and Managing Investor Relations
- The Role of Subjective Product and Brand Evaluations in the Stock Market: Stock Investment Willingness beyond Expected Financial Returns
- Total Market Returns to Innovation
- Advertising Spending, Competition, and Stock Return
- Valuing Branded Businesses
- Marketing and Shareholder Value: Sales Capitalization and its Estimation
- Capital Structure and Advertising Behavior in India
- Does Customer Satisfaction Lead to Accurate Earnings Forecasts?
- Regulatory Exposure of Deceptive Marketing and its Impact on Firm Value
- Movie Stars and the Volatility of Movie Revenues
- Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures.
- Firm Innovation and the Ratchet Effect: How Firms Trade Off Value Creation in Financial and Product Markets
- Extending the Lifetime of the CMO: A Framework for Linking Customer Value to Stock Value
- Peering Through the Fog: Views of Main Street from Wall Street
- Marketing Spending and Firm Value
- Does a Firm’s Product Recall Strategy Affect its Financial Value? An Examination of Strategic Alternatives during Product-Harm Crises
- Short and Long-Term Stock Market Performance from Innovation Outsourcing: A Comparative Analysis of Domestic versus Offshore High Tech Markets
- Does Familiarity Breed Value? Ticker Symbol Congruence and Intangible Firm Value
- An Empirical Examination of The Rule of Three: Strategy Implications for Top Management, Marketers, Investors, and Policy Makers
- You Want Piece of Me? A Study Concerning the Contribution of Celebrity Endorsement to Economic, Financial, Market Values and Stock Prices
- Brand Efficiency: Linking Financial Performance to Brand Investments
- The Debate Over Doing Good: Corporate Social Performance and Firm-Idiosyncratic Risk
- Marketing Equity: Antecedents, Elements, and Consequences of the Marketing Function’s Ownership in the Marketplace
- Ingredient Brands as Market-based Assets: Toward a Framework of Brand Equity Effects on Financial Performance
- Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence
- IP Securitizations: Brand Strategy Meets Wall Street’s Bond Market – Understanding Brand and Trade Name Securitizations – Us, Peru, And Worldwide
Advisory Committee
Co-Organizers
Dominique Hanssens, UCLA
Raj Srivastava, Emory University and Emory Marketing Institute
Committee Members
Donald Lehmann, Columbia University
Roland Rust, University of Maryland and Journal of Marketing
Joel Steckel, New York University
Russ Winer, New York University and MSI
Questions?
Contact
Bettye Neal, Conference Administrator
Email: Bettye_Neal@bus.emory.edu
Office: (404) 727-9317