You get what you Pay for: The Effect of Top Executives’ Compensation on Advertising and R&D Spending Decisions and Stock Market Return

@article{Currim2012YouGW,
  title={You get what you Pay for: The Effect of Top Executives’ Compensation on Advertising and R&D Spending Decisions and Stock Market Return},
  author={Imran S. Currim and Jooseop Lim and J. W. Kim},
  journal={Journal of Marketing},
  year={2012},
  volume={76},
  pages={33 - 48}
}
  • Imran S. Currim, Jooseop Lim, J. W. Kim
  • Published 2012
  • Business
  • Journal of Marketing
  • Although there is literature on how top executives’ compensation influences general management decisions, relatively little is known about whether and how compensation influences advertising and research-and-development (R&D) spending decisions. This study addresses two questions. First, is there an incentive effect of long- versus short-term compensation on advertising and R&D spending? Second, is there a mediation effect of advertising and R&D spending on the relationship between long- versus… CONTINUE READING
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