Market-Based Assets and Shareholder Value: A Framework for Analysis

Srivastava, R K and Shervani, T and Fahey, L (1998) Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, 62.

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Abstract

The authors develop a conceptual framework of the marketing-finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concerned with the task of developing and managing market-based assets, or assets that arise from the commingling of the firm with entities in its external environment. Examples of market-based assets include customer relationships, channel relationships, and partner relationships. Market-based assets, in turn, increase shareholder value by accelerating and enhancing cash flows, lowering the volatility and vulnerability of cash flows, and increasing the residual value of cash flows.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of University of Texas.
Uncontrolled Keywords: Market-Based Assets, Shareholder Value, marketing-finance
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 07 May 2019 20:05
Last Modified: 07 May 2019 20:06
URI: http://eprints.exchange.isb.edu/id/eprint/926
Publisher URL: http://dx.doi.org/10.2307/1251799
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0022-2429/
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