Marketing Alliances, Firm Networks, and Firm Value Creation

Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

& Christine Moorman Marketing Alliances , Firm Networks , and Firm Value Creation

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...

Strategic alliances and firm value creation in China

This study investigates the impact of 306 strategic alliances on the increment of firm value in the case of China. I apply the event study methodology using OLS market model to examine the abnormal returns of sample firms. The results show that the announcements of strategic alliance in China generate significant positive average abnormal return on the announcement date (0.96%) which reaches 1%...

MARKETING AND FIRM VALUE Metrics, Methods, Findings, and Future Directions

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

Relation between Bank Monitoring and Firm Value Creation: A Survey*