Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value

• Main Authors: TIPTON, Martha Myslinski, Bharadwaj, Sundar G., Robertson, Diana C.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2009
• 主題: marketing-finance interface; deception; pharmaceuticals; regulation; event study; Marketing
• 在線閱讀: 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
• 機構: Singapore Management University

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...