Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value
Abstract
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 their indirect costs to the firm. On the basis of established theory and in-depth interviews with practitioners, the authors identify a set of factors...
Paper Details
Title
Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value
Published Date
Nov 1, 2009
Journal
Volume
73
Issue
6
Pages
227 - 243
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Notes
History