Strategic Marketing and Firm Value

전략적 마케팅과 기업가치

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전략적 마케팅과 기업가치

The lab studies different marketing strategies and their impacts on firm value and risk. It also examines how the characteristics of executives in top management team (TMT) influence strategic decisions and their performance implications. Furthermore, the lab considers firms' corporate social responsibility (CSR) instruments to enhance different stakeholders of the firm and tries to understand how CSR activities from the firms are related to the wealth of different stakeholders. The lab plans to extend its research to IT and AI-based marketing strategies and their links with firm value and risk.


전략적 마케팅과 기업 가치


IT/AI기반 마케팅 전략의 효과에 관한 연구

Research Keywords and Topics

Marketing Strategy, Financial Performances, Advertising, R&D, Corporate Social Responsibility

Research Publications

Kim, MinChung*, Guiyang Xiong, and Kwangho Kim (2018), “Where does Pride Lead? Corporate Managerial Hubris and Strategic Emphasis,” Journal of the Academy of Marketing Science, 46(3), 537-556.
Kim, MinChung* and Leigh McAlister (2011), “Stock Market Reaction to Unexpected Growth in Marketing Expenditure: Negative for Salesforce, Contingent on Spending Level for Advertising,” Journal of Marketing, 75(3), 68-85.
McAlister, Leigh, Raji Srinivasan, and MinChung Kim (2007), “Advertising, Research and Development, and Systematic Risk of the Firm,” Journal of Marketing, 71(1), 35-48 (MSI Paul H. Root Award Finalist).