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Marketing Spending and Brand Performance Volatility

Author

Listed:
  • Fischer Marc

    (University of Cologne, Germany and University of Technology, Sydney, Australia)

  • Shin Hyun

    (Hanyang University, Seoul, Korea)

  • Hanssens Dominique M.

    (University of California, Los Angeles, USA)

Abstract

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects. The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.

Suggested Citation

  • Fischer Marc & Shin Hyun & Hanssens Dominique M., 2018. "Marketing Spending and Brand Performance Volatility," NIM Marketing Intelligence Review, Sciendo, vol. 10(1), pages 46-51, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:46-51:n:8
    DOI: 10.2478/gfkmir-2018-0008
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