Regulatory Exposure of Deceptive Marketing and Its Impact on Firm Value

• المؤلفون الرئيسيون: TIPTON, Martha Myslinski, Bharadwaj, Sundar G., Robertson, Diana C.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2009
• الموضوعات: marketing-finance interface; deception; pharmaceuticals; regulation; event study; Marketing
• الوصول للمادة أونلاين: 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
• المؤسسة: 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...