Marketing Spending and Brand Performance Volatility

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Suggested Citation

Fischer, M., Shin, H., & Hanssens, D. (2018). Marketing Spending and Brand Performance Volatility. GfK Marketing Intelligence Review, 10(1), 46-51

Year

2018

Authors

Marc Fischer,
Hyun Shin,
Dominique Hanssens

Publication title

Marketing Spending and Brand Performance Volatility

Publication

NIM Marketing Intelligence Review

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Marc Fischer, Hyun Shin and Dominique M. Hanssens

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.

Authors

Marc Fischer, University of Cologne, Germany & University of Technology Sydney Australia, marc.fischer@wiso.uni-koeln.de
Hyun Shin, Hanyang University, Seoul, South Korea, hyunshin70@hanyang.ac.kr
Dominique Hanssens, University of California, Los Angeles, CA, USA, dominique.hanssens@anderson.ucla.edu

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