Shuba Srinivasan

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Year after year, managers strive to improve financial performance and firm value through marketing actions such as new product introductions and promotional incentives. This study investigates the short-and long-term impact of such marketing actions on financial metrics, including top-line, bottom-line, and stock market performance. The authors apply(More)
The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of(More)
Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This paper examines(More)
T o evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm's other products, rather than drawing from competition or generating primary demand. We introduce a time-varying vector error-correction model to decompose the base sales of a new product into its constituent sources. The model(More)
D o price promotions generate additional revenue and for whom? Which brand, category, and market conditions influence promotional benefits and their allocation across manufacturers and retailers? To answer these questions, we conduct a large-scale econometric investigation of the effects of price promotions on manufacturer revenues, retailer revenues, and(More)
Finally, the authors are grateful to the Dominick's project at the Graduate School of Business, University of Chicago, for making the data available. ABSTRACT Store brand entry has become a key issue in marketing as it may structurally change the performance of and the interactions among all market players. Based on their multivariate time-series analysis,(More)
Managing pricing is a challenging task due to the significant impact on shares and the likelihood of strong consumer and competitor reaction. The major contributions of this paper are to assess comprehensive share response to temporary, evolving and structural changes in prices and to determine the level of market share as a function of levels of prices.(More)
two anonymous reviewers of the MSI proposal competition and of the Journal of Marketing for their invaluable comments and suggestions. The paper also benefited from comments by seminar participants at the 2002 Year after year, managers strive to improve financial performance and firm value by marketing actions such as new product introductions and(More)