Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value

Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value

Research linking marketing to financial performance has predominantly focused on how marketing assets and actions add value. The authors argue that it is equally important to understand how marketing decisions can reduce firm value. Prior research has indicated that negative events vary greatly in t...

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Bibliographic Details
Main Authors: TIPTON, Martha Myslinski, Bharadwaj, Sundar G., Robertson, Diana C.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2009
Subjects:
marketing-finance interface
deception
pharmaceuticals
regulation
event study
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1836
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2835/viewcontent/Regulatory_exposure_of_deceptive_marketing_av.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/1836
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2835/viewcontent/Regulatory_exposure_of_deceptive_marketing_av.pdf

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