عنوان انگلیسی مقاله:

Relationship marketing’s role in managing the firm investor dyad

ترجمه عنوان مقاله: نقش روابط بازاریابی در مدیریت سرمایه گذاری دوسویه

رشته: مدیریت بازرگانی

سال انتشار: 2011

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویرو ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract Relationship marketing’s role in managing the firm investor dyad

This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in managing investor relationships. The framework illustrates how companies can turn investor relationships into market-based assets by analyzing and managing them from a relationship marketing and stakeholder perspective. Marketing can contribute to investor relationship management and increase shareholder value by lowering the cost of equity capital, increasing analyst coverage and stock liquidity, and reducing shareholder activism. An investigation among investor relations professionals working at publicly traded companies in the Euronext 100 stock index demonstrates the framework’s empirical validity and provides managerial implications.

Keywords: Marketing finance interface, Investor relations, Role of marketing, Market based assets

مقدمه مقاله

Introduction Relationship marketing’s role in managing the firm investor dyad

Intangibles under marketing control, like customer equity, constitute an increasing proportion of firm value (Lukas et al., 2005) and empirical studies show a positive link between managing such marketing assets and stock market performance (Srinivasan and Hanssens, 2009). The notion of market-based assets integrates existing but often overlooked linkages between marketing and the firm’s financial well-being (Srivastava et al., 1998). By employing internal resources, firms create assets that materialize as value through interactions with entities in the external environment. Market-based assets are either intellectual or relational:

This study focuses on the latter type. According to the resource-based view, organizations engage in partner relationships to effectively and efficiently pool scarce resources and create a relation-based competitive advantage (Morgan and Hunt, 1999). Investment capital is one such key resource. Nurturing the relationships with its providers investors should therefore receive considerable attention from the corporation in general, and its marketers in specific.

مدل مقاله

نقش بازاریابی رابطه در مدیریت شرکت سرمایه گذار

http://modir3-3.ir/article-english/article9.PNG

منبع: (Hoffman, 2013: 898)

ترجمه مقاله نقش روابط بازاریابی در مدیریت سرمایه گذاری دوسویه

 

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