Linking Marketing Actions to Value Creation and Firm Value: Insights from Accounting Research

摘要

This commentary provides insights from the accounting literature that should be useful as marketing researchers attempt to link marketing actions to firm value. Given their institutional knowledge, marketing researchers are uniquely suited to identify settings in which the tools that Srinivasan and Hanssens describe and that this commentary elaborates on are likely to yield the most fruitful insights. The results of this stream of research will be relevant to the more general question of how the market values intangible investments.