I was disappointed to read Du and Osmonbekov‘s 2020 paper in the International Journal of Research in Marketing, see here. The authors clearly don’t mind hard work and I’m sure they have useful empirical skills. Still they aren’t young researchers making errors or rushing a paper to the market. They can do better. It is…
Search Results for: metrics
Adjusting For Unrecorded Intangibles Is Hard
I have previously written about the good, and not so good, parts of Alexander Edeling’s, Shuba Srinivasan’s, and Dominique M. Hanssens’ 2020 review paper on the marketing finance interface, see here. Here I will comment on a specific assertion they make that strikes me as misleading. It is important to highlight this as I fear…
Strategy And Evolutionary Thinking
I have written a number of posts and articles on evolutionary strategy see here, here, here, and here. A full article that is free to read is in the Ivey Business Journal, see here. In my marketing strategy advice I bring together some concepts and how we might want to think about strategy and evolutionary…
Total Q Measures Investment Opportunities Not Firm Value
Papers in finance can sometimes get a hefty citation count boost when they get picked up in marketing. Peters and Taylor‘s 2017 paper on Total q is a nice paper. They make the very reasonable assertion that their Total q measures investment opportunities better than current Tobin’s q approximations. While I’m not a finance person…
Total Q, A New Improved Tobin’s Q? Not By Much
Total q is a new variant on Tobin’s q. Possibly my best-known academic paper is a piece with Moeen Butt that was published in Marketing Science. This paper criticized the use of Tobin’s q as a performance metric in marketing. I am not the only person who has concerns about the use of Tobin’s q…
Measuring Culture Is A Challenge, But Don’t Be Silly
It is obvious to even the most casual observer that measuring culture is a challenge. This hasn’t stopped people trying it. In many ways as a measurement person I appreciate this. Measurement challenges are great things to address. Yet…. My main problem with the activity is that the theory is silly, the methods employed seem…
Marketing Strategy
I have covered many ideas relevant to strategic marketing in my blog over the last eight years, e.g., here. I also teach this topic at Terry College, University of Georgia where I work, see here. There is, I believe, a lot of opportunity to improve the teaching of marketing especially on the strategy side. Given…
American Higher Education’s Uncertain Future
Moving to the US I thought I should get up to date with US higher education. Daniel Johnson’s book, on American Higher Education’s Uncertain Future, is a critique of where we are. I was expecting criticism of government funding levels, lack of appreciation of the benefits of academic thought, and maybe students themselves. It isn’t…
Marketing Accounts: A Better Way To Measure Marketing Performance
You don’t have to be in marketing long to realize that the way financial accounting treats it doesn’t inspire much confidence. This is a topic I have noted a number of times in my blog, for example here, here and here. For this problem we have a solution, Marketing Accounts. Read Our Marketing Accounts Paper…
Value Of A Like: Do Not Use For Budgeting
This post is specifically to combat claims made about social media measurement. It follows on earlier work I did, here. Specifically I am against the idea that ‘the value of a like’ is what marketers should be prepared to pay to gain a like. I’m optimistic that the number of such claims have rescinded in…