Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context

By Natalie Mizik, Robert Jacobson. 2007

265 citations recorded by the source corpus.

Subfields: Accounting, Finance

View Paper: https://www.semanticscholar.org/paper/bd085879b39d20d35cd92419d9708469df52bf9b

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In Accounting

1. W. Rotenberg
2. Frederick Bereskin
3. Ashwin Malshe
4. Manoj K. Agarwal
5. Po-Hsuan Hsu
6. Byungcherl Charlie Sohn

In Finance

1. Frederick Bereskin
2. Ashwin Malshe
3. Manoj K. Agarwal
4. Po-Hsuan Hsu
5. Byungcherl Charlie Sohn

Citations in the corpus

• Trademarks and Venture Capital Valuation (2014, unknown): “Previous research has demonstrated that investing in building marketing assets, such as brand equity (e.g., Joshi and Hanssens, 2010; Mizik and Jacobson, 2007), customer satisfaction (e.”
• The Theory and Practice of Myopic Management (2010, unknown): “Recent research has begun to explore empirically some myopic marketing management practices (e.g., Chapman and Steenburgh 2009; Mizik and Jacobson 2007; Moorman and Spencer 2008).”
• Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions (2009, unknown): “Barth et al. (1998) Simon and Sullivan (1993) Madden, Fehle, and Fournier (2006) Rao, Agarwal, and Dahlhoff (2004); Joshi and Hanssens (2008) Mizik and Jacobson (2007) Stock returns are positively related to brand valuation.”
• From Finance to Marketing: The Impact of Financial Leverage on Customer Satisfaction (2015, background): “For example, Mizik and Jacobson (2007) show that firms reduce their marketing spending before new stock issuance so that they can report higher earnings and sell shares at a higher price, even though it hurts their long-term stock price.”
• Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity (2011, unknown): “Mizik and Jacobson (2007) show that changes in marketing spending influence stock market returns following seasonal equity offering.”
• The effect of accounting comparability on the accrual-based and real earnings management (2016, background): “Using a sample of SEO firms, Mizik and Jacobson (2007) find that to temporarily inflate stock prices at the time of SEOs, managers engage in boosting reported earnings via cutting marketing expenses, but in the long run, such managerial myopia leads to a decline in stock market performance.”
• Building innovation capability: The role of top management innovativeness and relative-exploration orientation (2017, unknown): “For example, Mizik and Jacobson (2007) suggest that whenmanagers face incentives of favorable short-term returns or pressures from unfavorable financial performance, they tend to get involved in “Myopic MarketingManagement,” a situation in whichmanagers reduce their long-term investments (e.g.,…”
• The Real Effects of Real Earnings Management: Evidence from Innovation (2018, background): “…of such behavior is corroborated by a wealth of evidence indicating that firms take actions such as selling assets and reducing discretionary expenditures in order to manage reported earnings (Dechow and Sloan 1991; Bartov 1993; Bushee 1998; Roychowdhury 2006; Mizik and Jacobson 2007; Gunny 2010).”