Product Innovations, Marketing Investments and Stock Returns

Abstract

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the firm value of their actions. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This paper examines conceptually and… (More)

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Cite this paper

@inproceedings{Srinivasan2007ProductIM, title={Product Innovations, Marketing Investments and Stock Returns}, author={Shuba Srinivasan and Koen Pauwels and Jorge Silva-Risso and Dominique M. Hanssens}, year={2007} }