KOREASCHOLAR

MARKETING INFORMATION IN FINANCIAL MARKET COMMUNICATION: INSIGHTS FROM CONFERENCE CALLS AND BEYOND

Robin-Christopher Ruhnau, Christian Homburg, Sebastian Hohenberg, Marcus Theel
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422221
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.246
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research addresses financial market communication of marketing information (i.e., information related to firms’ organic growth opportunities) through depth interviews (Study 1) and quantitative data on conference calls and stock market reactions (Study 2). The investigation (1) reveals that marketing, despite high potential relevance for financial markets, often plays only a marginal role in firms’ financial market communication and (2) develops a framework for effectively communicating marketing to financial markets.

Keyword
Marketing–finance interfaceFinancial market communicationText analysisConference calls
Author
  • Robin-Christopher Ruhnau(Catholic University of Eichstaett-Ingolstadt, Germany)
  • Christian Homburg(University of Mannheim and University of Manchester, Germany)
  • Sebastian Hohenberg(University of Muenster and University of Texas at Austin, Germany)
  • Marcus Theel(University of Mannheim, Germany)