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The case for research on the marketing–finance interface: A commentary

Author

Listed:
  • Jérémy Morvan

    (UBO - Université de Brest)

  • Marine Le Gall-Ely

    (UBO - Université de Brest)

Abstract

The aim of this article is to comment on the proposals set out by Hanssens in his article ‘The case for research on the marketing–finance interface'. For each insight, we present the main aspects of finance theory and discuss the scope as well as the possible research avenues. We think it would be interesting to conduct research on the investor figure. Indeed, although marketing easily considers the consumer as an actor subject to biases, and who acts within the framework of a limited rationality, finance still struggles to define the investor as an economic actor subject to individual and collective biases.

Suggested Citation

  • Jérémy Morvan & Marine Le Gall-Ely, 2021. "The case for research on the marketing–finance interface: A commentary," Post-Print hal-03615726, HAL.
    • Handle: RePEc:hal:journl:hal-03615726
    DOI: 10.1177/2051570721991327
    as

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