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.

• 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)