Driving Shareholder Value: The Role of Marketing in Reducing Vulnerability and Volatility of Cash Flows

Srivastava, R K and Shervani, T A and Fahey, L (1997) Driving Shareholder Value: The Role of Marketing in Reducing Vulnerability and Volatility of Cash Flows. Journal of Market-Focused Management, 2 (1). pp. 49-64.

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Abstract

Marketing professionals have historically found it difficultto measure and communicate to other disciplines and to top managementthe value created by marketing activities. All too often, justificationof marketing and communication initiatives is restricted to theirimpact on revenue generation. But, marketers do create valuein other ways. Marketing actions do lead to an acceleration ofthe market's acceptance of new products, to enhanced customerretention/loyalty, to an improvement in the size and qualityof customer bases, to price premiums and other desirable payoffs.Such financial outcomes suggest that marketing activities areoften strategic investments, not tactical, intangible expenses.

Affiliation:	Indian School of Business
ISB Creators:	ISB Creators ORCiD Srivastava, R K https://orcid.org/0000-0002-5236-2375
Item Type:	Article
Additional Information:	The research paper was published by the author with the affiliation of The University of Texas.
Uncontrolled Keywords:	shareholder value, managing risks, competitive vulnerability, cash flow analyses, value measurement
Subjects:	Marketing
Depositing User:	Veeramani R
Date Deposited:	26 Apr 2019 09:11
Last Modified:	26 Apr 2019 09:11
URI:	http://eprints.exchange.isb.edu/id/eprint/898
Publisher URL:	https://doi.org/10.1023/A:1009741700243
Publisher OA policy:	http://sherpa.mimas.ac.uk/romeo/issn/1382-3019/
Related URLs:	Google Scholar

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