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The marketing‐finance interface and national well‐being: An operant behavioral economics analysis

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  • Rafael Barreiros Porto
  • Gordon Robert Foxall

Abstract

The research ascertains which countries' well‐being metrics moderate the effects of marketing investments on corporate financial outcomes. We applied generalized estimating equations to firms in panel data from 131 countries covering 18 years. The results show that marketing investments raise market share regardless of country context, a global pattern. However, their effects are greater when considering economic growth. The impact of marketing on profitability and the companies' value increases when the country improves income distribution. The countries' developments generate higher financial outcomes, regardless of marketing investments. We highlight firsthand the global marketing–finance interface in its macro‐environment, using operant behavioral economics.

Suggested Citation

  • Rafael Barreiros Porto & Gordon Robert Foxall, 2022. "The marketing‐finance interface and national well‐being: An operant behavioral economics analysis," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 2941-2954, October.
    • Handle: RePEc:wly:mgtdec:v:43:y:2022:i:7:p:2941-2954
    DOI: 10.1002/mde.3574
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