Linking marketing activities to shareholder value: philosophical and methodological issues
نویسنده
چکیده
The stream of marketing-finance interface has provided justification for marketing’s important value in the business world. However, little attention has been paid to address philosophical and methodological issues and to provide scientific rationales of marketing-finance. Therefore, the authors strive to address several philosophical and methodological issues in the marketing-finance interface research stream. The marketing-finance interface research appears to adopt a relativistic approach, seeking to apply rigorous empirical methods and secondary large-scale archival data for higher external validity. Recommendations for solidification of philosophical and methodological foundations are provided.
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