MARKETING STRATEGY MEETS

WALL STREET
Emory University Co-organizers
January 2009 Dominique Hanssens, UCLA
Raj Srivastava, Emory & Singapore Mgmt Univ.
1
 Brief History
• MSI and Emory Marketing Institute joint
initiative
• Discussion Meeting, NYU, July 2006
– Marketing academics
– Accounting & Finance academics
– Wall Street representatives
– Corporate representatives

2
 Major Areas in Need of Research
• The valuation of marketing assets
• Brand equity
• Customer equity
• Channel equity
• Customer satisfaction
• The valuation of marketing actions
• Innovation
• Advertising and communications
• Pricing and promotion
• CSR

3
 Major Areas in Need of Research
• Investor Relations
• Communicating marketing strategy with analysts
• Is Wall Street myopic ?
• The investor as a customer
• Effects on Managerial Decision making
• Stock price effects on marketing decisions
• Earnings Management
• Idiosyncratic Risk

4
 MSI/EMI Research Funding Initiative
• Approx. 35 funding proposals received

• Research Outputs:
• MSI Reports, Issue #4, 2008
• Emory Conference, January 2009
• Journal of Marketing Special Issue, Fall 2009
» Co-editors Hanssens, Rust, Srivastava

5
 This Conference
• Presentations organized in sessions on
• Marketing strategy
• Branding
• Innovation
• Customer equity
• Investor Relations
• Advertising
• Corporate Social Responsibility
• Concluding discussion session:
• Lessons learned
• What is needed in order to create impact ?

6
 Friday January 23rd
Start End Event
7:45 8:15 Breakfast & Registration
8:15 9:00 Welcome and Conference Overview
Track A Track B
9:00 10:00 Strategy 1 Investor Relations 1
10:00 10:30 Coffee Break
10:30 12:00 Investor Relations 2 Advertising
12:00 1:30 Lunch
1:30 3:00 Customer Equity Brand 1
3:00 3:30 Coffee Break
3:30 5:00 Corporate Social Brand 2
Responsibility
5:30 6:15 Reception
6:15 7:30 Dinner & Entertainment
7
 Saturday January 24th
Start End Event
8:00 9:00 Breakfast
Track A Track B
9:00 10:30 Innovation Strategy 2
10:30 11:00 Coffee Break
11:00 12:00 Brand Strategy 3
12:00 12:30 Wrap-Up and Next Steps Discussion
12:30 1:30 Lunch
A Note of Thanks
& Logistics

9
Conference Wrap-Up Session
 Cash Flow Growth Risk
Systematic
Market Value
Liquidity Risk

Idiosyncratic
Marketing Action

Assets Capabilities

Information Information
Intermediaries
Innovations Brands Customers Channels Strategy (Analysts)

CSR
Managing
Operations Expectations
Business models Publics
Retail Investors
Market Orientation Institutional Investors
Partners/B2B
Government
Dynamic capabilities
Impact of metrics
Goals
• In five years, would like J of Finance to quite J of Marketing.
• Conference for Analysts
• Need for interdisciplinary conference
• Need innovation in measurement (intermediate measures)
• Need unbalanced scorecard (alternative to balanced scorecard)
• When is there excessive valuation
• Invite finance academics to MSI events
• Provide marketing databases (JD Power, Innovations) to finance
• Connect experts in behavioral finance with marketing
• Take advantage of the financial meltdown
• Teaching metrics like number of seminars in MBA, PhD.
• Tracking the emergence of marketing-finance in practice
• Co-author with other disciplines
• Is C-level compensations tied to marketing metrics.
• 2 years for next MSMWS conference
• Need more reviewers for J of Marketing that understand the marketing-
finance mix
• Need to repeat ISBM seminar over the web (several faculty).
•