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This academic conference focuses on connecting marketing actions and brand, customer, and channel equity with financial performance and firm value.
The majority of the market value of firms is off the balance sheet. For Fortune 500 companies the off-balance sheet assets represent over 75% of their market capitalization. As such, it is imperative to develop a better understanding of the role of market-based assets, such as brand, customer, and channel equity. Additionally, there is a need to clarify the effects of marketing actions such as innovation development, advertising strategy, and pricing tactics in driving financial performance and shareholder value.
The Marketing Science Institute (MSI) and the Emory Marketing Institute (EMI) have allocated resources to fund high-quality empirical research on several critical questions in this area.
These research topics were prioritized in a multi-disciplinary discussion session held in New York City consisting of leading accounting, finance, and marketing faculty, as well as representatives from corporations and investment banks.
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