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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2009
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| Subjects: | |
| 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 |