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Author: Tushmit M. Hasan
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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In this dissertation, I present two essays that focus on two non-market forces that have been relatively understudied in the marketing literature: ESG pressures (i.e., the increasing calls on firms to provide information pertaining to their impact on environmental, social, and governance issues) and political risk (i.e., the risks emanating from the legal, political, and regulatory environment in which the firms operate). In my first essay, I draw a conceptual distinction on ESG and CSR disclosures, drawing on the Stereotype Content Model and using text analysis on a sample of 3,350 Twitter disclosures about ESG and CSR from S&P500 companies. In my second essay, I investigate whether firms adjust their levels of marketing spending (R&D and advertising) when faced with high levels of political risk and whether these adjustments in spending can mitigate the negative impact of political risk on firm value. I compare these effects with firms’ level of non-marketing (lobbying) spending. Taken together, my two essays examine different forms of responses to non-market forces through marketing strategy and offers insights on which strategies are most effective. My first essay shows how firms can respond to non-market forces in the form of ESG and CSR pressures through different language in their disclosures; and my second essay shows that marketing strategies may be more effective in mitigating the negative impact of a key non-market force, political risk, compared to non-marketing strategies
Author: Tushmit M. Hasan
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In this dissertation, I present two essays that focus on two non-market forces that have been relatively understudied in the marketing literature: ESG pressures (i.e., the increasing calls on firms to provide information pertaining to their impact on environmental, social, and governance issues) and political risk (i.e., the risks emanating from the legal, political, and regulatory environment in which the firms operate). In my first essay, I draw a conceptual distinction on ESG and CSR disclosures, drawing on the Stereotype Content Model and using text analysis on a sample of 3,350 Twitter disclosures about ESG and CSR from S&P500 companies. In my second essay, I investigate whether firms adjust their levels of marketing spending (R&D and advertising) when faced with high levels of political risk and whether these adjustments in spending can mitigate the negative impact of political risk on firm value. I compare these effects with firms’ level of non-marketing (lobbying) spending. Taken together, my two essays examine different forms of responses to non-market forces through marketing strategy and offers insights on which strategies are most effective. My first essay shows how firms can respond to non-market forces in the form of ESG and CSR pressures through different language in their disclosures; and my second essay shows that marketing strategies may be more effective in mitigating the negative impact of a key non-market force, political risk, compared to non-marketing strategies
Author: Aydın Alptekinoğlu
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 246
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Author: Paul Fifield
Publisher:
ISBN: 9780955424106
Category : Marketing
Languages : en
Pages : 252
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Author: Neil Hoodd
Publisher: Springer
ISBN: 1349140899
Category : Business & Economics
Languages : en
Pages : 239
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Book Description
This book honours the contributions of Professor Michael J. Baker to marketing thought and practise in his twenty-fifth year as a Professor of Marketing at the University of Strathclyde and in the 25th year of Strathclyde University's Department of Marketing, which he founded. It contains a series of essays by distinguished colleagues of Michael, addressing the theme of evolution of marketing thought and practice. Contributions examine the nature of modern marketing in relation to international business, channel management, innovation and marketing education.
Author: Erin Cavusgil
Publisher: ProQuest
ISBN: 9780549617990
Category : Electronic dissertations
Languages : en
Pages : 116
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Book Description
Essay One examines the financial impact (specifically, return on investment, or ROI) of pharmaceutical promotional activities. Furthermore, the ROI of these efforts over the stages of a brand's life cycle is examined. This provides for a thorough examination of how the ROI for each promotional effort varies over time. The results of this study provide guidance to managers as to how to optimize the promotional mix over a product's life cycle.
Author: Minoo Talebi Ashoori
Publisher:
ISBN:
Category :
Languages : en
Pages : 98
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Book Description
I find that, counterintuitively, competing firms profits increase with leakage. In the second essay of this dissertation, I start with the observation that many platform members are new customers and are uncertain about the quality of the companys product or service until they consume it. In such a context, I examine a high quality sellers optimal signaling strategy in a market where consumers prefer to purchase a scarce product due to desire for exclusivity or to receive a service in a non-crowded environment due to better experience and service delivery. Utilizing a repeat purchase signaling model I show that, consistent with prior literature, the high quality firm signals its quality by making its product scarce as well as charging a high price when consumers desire for exclusivity is high and cost of quality is great. Contrary, I also find conditions under which the high quality firm counterintuitively makes its product widely available and prices it low to signal its quality. The model may in part explain how high quality sellers market their products or services on daily deal websites.
Author: Patrick E. Murphy
Publisher: Routledge
ISBN: 1134091141
Category : Business & Economics
Languages : en
Pages : 367
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Book Description
Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Author: Annette Ptok
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Ashutosh Singh
Publisher:
ISBN:
Category :
Languages : en
Pages : 107
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My dissertation focuses on designing marketing strategies to improve firm performance. My dissertation’s first essay focuses on designing a competitive strategy for digital media platforms for tackling AdBlock. Online advertising is a major source of revenue for digital media firms but increasing ad-blocking software usage has a negative impact on such revenues. To avoid losses from AdBlock usage, digital publishers mainly use two strategies. First, publishers can use the whitelisting strategy, which blocks AdBlock users from viewing the publishers’ content. Second, publishers can use the sophisticated ad recovery (SAR) strategy that bypasses AdBlock and only shows relevant ads to readers. With an analytical model and duopolistic framework, I identify the conditions under which digital publishers might adopt the whitelisting strategy over SAR strategy and those in which two ex-ante symmetric firms might prefer asymmetric strategies to combat ad-blocking usage. My second essay of the dissertation focuses on developing an empirical strategy to design a Chief Marketing Officer’s (CMO’s) job, which positively affects firm value. Prior empirical research on the design of a CMO’s job and its impact on firm value is scarce. My research focuses on the conceptualization and finds empirical support on this issue. I find that variations in describing the design of a CMO’s job can affect the contribution of a CMO to the firm value. I use announcement data for 227 publicly traded firms over the 11-years (2005-2016) to show that the design of a CMO’s job when focused on the decisional role creates more firm value. The results of the two essays fill the gap that exists in the digital media platforms and top management and have several theoretical and managerial contributions.
Author: Irving B. Gerson
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 216
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Book Description
