Evelini Lauri Morri Garcia, Valter Afonso Vieira, Pravin Nath
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引用次数: 0
Abstract
The literature on marketing myopia suggests the need for exploring conditions under which myopic marketing management differs in its impact on stock performance. To that end, the authors investigate the role of asset turnover (AT), which is the ratio of the firm’s sales or revenues to its assets, indicating the effectiveness with which a firm is using its assets to generate incomes. AT suggests a persistent signal of the firm’s potential for future cash flows. The authors test their model on data from 210 publicly traded Brazilian companies from 2001 to 2017. Results show that when there is high AT, the stock performance in the short term (i) is higher in non-myopic firms with positive earnings surprise compared to myopic firms and (ii) does not significantly differ between non-myopic firms with negative earnings surprise and myopic firms. The study demonstrates that AT contributes to the identification, signalization, and evaluation of marketing myopia.
期刊介绍：
Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.
The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.
Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.
The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.
Officially cited as: Mark Lett
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