Value of the Company and Marketing Metrics
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Ibero Americana de Estratégia - RIAE |
Texto Completo: | https://periodicos.uninove.br/riae/article/view/15330 |
Resumo: | Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point. |
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Value of the Company and Marketing MetricsValor da empresa e métricas de marketingAdministraçãoMétricas de Marketing; Estratégias de Marketing; Finanças e Marketing; Marketing e Valor da EmpresaMetrics Marketing; Marketing strategies; Finance and Marketing; Marketing and Enterprise ValueThinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point.A partir do delineamento das estratégias de marketing na perspectiva da visão baseada em recursos (Barney, 1991), onde os ativos podem ser físicos, organizacionais e humanos, e Constantin e Lusch (1994), que tratam os recursos estratégicos como recursos tangíveis ou intangíveis, internos ou externos à firma, surge uma linha de pesquisa de marketing e finanças. Segundo Srivastava, Shervani e Fahey (1998) são três os tipos de ativo de mercado que geram resultados no valor da empresa. O valor de uma empresa pode ser medido pelo fluxo de caixa descontado, comprometendo as atividades de marketing à previsão de geração de valor (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). O valor econômico das estratégias e das métricas de marketing recebe interesse crescente dos pesquisadores de estratégia e dos gestores de marketing. É cada vez mais latente a necessidade de uma ponte que articule marketing e finanças em uma perspectiva estratégica. Este artigo se propõe um framework analítico, a partir das diferentes abordagens científicas envolvendo risco e retorno promovido pelas estratégias de marketing e aponta os avanços concernentes tanto às abordagens metodológicas, quanto às estratégias de marketing e seu impacto nas métricas e valor da firma a partir do estudo de Srinivasan e Hanssens (2009). DOI:10.5585/riae.v12i4.2044Universidade Nove de Julho - UNINOVERamos, André LuizFreire, Otávio Bandeira De LamônicaBrandão, Marcelo Moll2013-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/riae/article/view/1533010.5585/ijsm.v12i4.2044Revista Ibero-Americana de Estratégia; Vol 12, No 4 (2013): October/December; 235-260Revista Ibero-Americana de Estratégia; Vol 12, No 4 (2013): October/December; 235-2602176-0756reponame:Revista Ibero Americana de Estratégia - RIAEinstname:Revista Ibero-Americana de Estratégia (RIAE)instacron:RIEOEIporhttps://periodicos.uninove.br/riae/article/view/15330/7504Copyright (c) 2013 Iberoamerican Journal of Strategic Managementhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2021-02-22T18:58:01Zoai:https://periodicos.uninove.br:article/15330Revistahttps://periodicos.uninove.br/riaePRIhttps://periodicos.uninove.br/riae/oai||bennycosta@yahoo.com.br2176-07562176-0756opendoar:2021-02-22T18:58:01Revista Ibero Americana de Estratégia - RIAE - Revista Ibero-Americana de Estratégia (RIAE)false |
dc.title.none.fl_str_mv |
Value of the Company and Marketing Metrics Valor da empresa e métricas de marketing |
title |
Value of the Company and Marketing Metrics |
spellingShingle |
Value of the Company and Marketing Metrics Ramos, André Luiz Administração Métricas de Marketing; Estratégias de Marketing; Finanças e Marketing; Marketing e Valor da Empresa Metrics Marketing; Marketing strategies; Finance and Marketing; Marketing and Enterprise Value |
title_short |
Value of the Company and Marketing Metrics |
title_full |
Value of the Company and Marketing Metrics |
title_fullStr |
Value of the Company and Marketing Metrics |
title_full_unstemmed |
Value of the Company and Marketing Metrics |
title_sort |
Value of the Company and Marketing Metrics |
author |
Ramos, André Luiz |
author_facet |
Ramos, André Luiz Freire, Otávio Bandeira De Lamônica Brandão, Marcelo Moll |
author_role |
author |
author2 |
Freire, Otávio Bandeira De Lamônica Brandão, Marcelo Moll |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Ramos, André Luiz Freire, Otávio Bandeira De Lamônica Brandão, Marcelo Moll |
dc.subject.none.fl_str_mv |
|
dc.subject.por.fl_str_mv |
Administração Métricas de Marketing; Estratégias de Marketing; Finanças e Marketing; Marketing e Valor da Empresa Metrics Marketing; Marketing strategies; Finance and Marketing; Marketing and Enterprise Value |
topic |
Administração Métricas de Marketing; Estratégias de Marketing; Finanças e Marketing; Marketing e Valor da Empresa Metrics Marketing; Marketing strategies; Finance and Marketing; Marketing and Enterprise Value |
description |
Thinking marketing strategies from a resource-based perspective (Barney, 1991), proposing assets as either tangible, organizational and human, and from Constantin and Luch’s vision (1994), where strategic resources can be tanbigle or intangible, internal or external to the firm, raises a research approach on Marketing and Finance. According to Srivastava, Shervani and Fahey (1998) there are 3 market assets types, which generate firm value. Firm value can be measured by discounted cashflow, compromising marketing activities with value generation forcasts (Anderson, 1982; Day, Fahey, 1988; Doyle, 2000; Rust et al., 2004a). The economic value of marketing strategies and marketing metrics are calling strategy researchers’ and marketing managers’ attention, making clear the need for building a bridge able to articulate marketing and finance form a strategic perspective. This article proposes an analytical framework based on different scientific approaches envolving risk and return promoted by marketing strategies and points out advances concerning both methodological approaches and marketing strategies and its impact on firm metrics and value, usgin Srinivasan and Hanssens (2009) as a start point. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-01 |
dc.type.none.fl_str_mv |
|
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/riae/article/view/15330 10.5585/ijsm.v12i4.2044 |
url |
https://periodicos.uninove.br/riae/article/view/15330 |
identifier_str_mv |
10.5585/ijsm.v12i4.2044 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/riae/article/view/15330/7504 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2013 Iberoamerican Journal of Strategic Management https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2013 Iberoamerican Journal of Strategic Management https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - UNINOVE |
publisher.none.fl_str_mv |
Universidade Nove de Julho - UNINOVE |
dc.source.none.fl_str_mv |
Revista Ibero-Americana de Estratégia; Vol 12, No 4 (2013): October/December; 235-260 Revista Ibero-Americana de Estratégia; Vol 12, No 4 (2013): October/December; 235-260 2176-0756 reponame:Revista Ibero Americana de Estratégia - RIAE instname:Revista Ibero-Americana de Estratégia (RIAE) instacron:RIEOEI |
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Revista Ibero-Americana de Estratégia (RIAE) |
instacron_str |
RIEOEI |
institution |
RIEOEI |
reponame_str |
Revista Ibero Americana de Estratégia - RIAE |
collection |
Revista Ibero Americana de Estratégia - RIAE |
repository.name.fl_str_mv |
Revista Ibero Americana de Estratégia - RIAE - Revista Ibero-Americana de Estratégia (RIAE) |
repository.mail.fl_str_mv |
||bennycosta@yahoo.com.br |
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