Marketing through the eyes of senior management: Insights from Fortune 500 reporting

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Marketing through the eyes of senior management: Insights from Fortune 500 reporting. / Frösén, Johanna; Stewart, David W.

In: Journal of Marketing Theory and Practice, Vol. 31, No. 1, 2023, p. 75-96.

Research output: Contribution to journal › Article › peer-review

Author

Frösén, Johanna ; Stewart, David W. / Marketing through the eyes of senior management: Insights from Fortune 500 reporting. In: Journal of Marketing Theory and Practice. 2023 ; Vol. 31, No. 1. pp. 75-96.

BibTeX

@article{09de4677d7ff463f868d7d734771124c,

title = "Marketing through the eyes of senior management: Insights from Fortune 500 reporting",

abstract = "Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms{\textquoteright} reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.",

keywords = "CUSTOMER SATISFACTION, ECONOMIC WORTH, EQUITY, FINANCIAL METRICS, FIRM VALUE, INFORMATION, ORIENTATION, PERFORMANCE, RESEARCH-AND-DEVELOPMENT, SHAREHOLDER VALUE",

author = "Johanna Fr{\"o}s{\'e}n and Stewart, {David W.}",

note = "Publisher Copyright: {\textcopyright} 2021 The Author(s). Published with license by Taylor & Francis Group, LLC.",

year = "2023",

doi = "10.1080/10696679.2021.1994421",

language = "English",

volume = "31",

pages = "75--96",

journal = "Journal of Marketing Theory and Practice",

issn = "1069-6679",

publisher = "Taylor & Francis",

number = "1",

}

RIS

TY - JOUR

T1 - Marketing through the eyes of senior management: Insights from Fortune 500 reporting

AU - Frösén, Johanna

AU - Stewart, David W.

PY - 2023

Y1 - 2023

N2 - Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.

AB - Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.

KW - CUSTOMER SATISFACTION

KW - ECONOMIC WORTH

KW - EQUITY

KW - FINANCIAL METRICS

KW - FIRM VALUE

KW - INFORMATION

KW - ORIENTATION

KW - PERFORMANCE

KW - RESEARCH-AND-DEVELOPMENT

KW - SHAREHOLDER VALUE

UR - http://www.scopus.com/inward/record.url?scp=85122816609&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/ff686c40-2a9e-33d3-bfd0-7f75e176718d/

U2 - 10.1080/10696679.2021.1994421

DO - 10.1080/10696679.2021.1994421

M3 - Article

VL - 31

SP - 75

EP - 96

JO - Journal of Marketing Theory and Practice

JF - Journal of Marketing Theory and Practice

SN - 1069-6679

IS - 1

ER -

ID: 92668324