英语论文网

As an asset, customer will contribute to the value of the firm. The empirical test in this study on two firms (B2B and B2C firm) indicates that Customer Equity (CE) that represent the total direct (financial) value of the whole customers of the firm, can be used to predict the market capitalization of the firm. CE can affect stock price of the firm and at the end the market capitalization, although it also embeds a risk factor such as cash flow volatility and vulnerability in relation to customers.

The study observed the actual stock price movement before and after the implementation of CLV based strategy. The plotted chart shows that there is a lift on the stock price after the implementation. Actual impact on market capitalization due to implementation of CRM strategies is recorded at 19.4% increase for B2B firm and 23.3% increase in B2C firms.

The result also shows that within the industry, compared with average stock performance of the closest competitors, the firms under study show a significantly larger increase in the stock price (32.8% vs. 12.1% in B2B firm, and 57.6% vs. 15.3% in B2C firm).

Krasnikov, A., Mishra, S., and Orozco, D., (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal of Marketing, 73, 154-166.

Firm put so many efforts to build brand awareness and associations among consumers. However, there is a limited understanding of the financial returns of the investments. This article establishes a framework that uses trademarks as measures of firms’ branding efforts. The trademarks are put into two categories—brand identification trademarks and brand-association trademarks and the article propose that they are indicators of firm efforts to build brand awareness and associations among consumers, respectively.

The empirical study on the 108 firms and 22,060 trademarks evaluates the chain of effects linking such assets with metrics of firms’ financial value. Evaluation on financial performance is done with multiple measures: cash flow and cash flow variability, Tobin’s q, ROA, and stock returns.

The result confirms that efforts aimed to build brand awareness and associations among consumers have significant financial implications for firms.

Swaminathan, V. and Moorman C., (2009). Marketing Alliances, Firm Networks, and Firm Value Creation. Journal of Marketing, 44, 52-69.

The study examines the effect of the network effect to the creation of firm value. It argues that characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. Event study was conducted to 230 alliance announcements for marketing alliances involving 103 firms in software industry. SWA test the effect of five key independent variables: network centrality, network density, network efficiency, network reputation and marketing alliance capability toward firm value creation.

SWA used event window method to observe the change of stock price. They calculate the cumulative average abnormal r本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。