The marketing firm as a metacontingency: revealing the mutual relationships between marketing and finance

Porto, Rafael and Foxall, Gordon ORCID: https://orcid.org/0000-0002-3572-6456 2019. The marketing firm as a metacontingency: revealing the mutual relationships between marketing and finance. Journal of Organizational Behavior Management 39 (3-4) , pp. 115-144. 10.1080/01608061.2019.1666774

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Abstract

This paper reveals the mutual relationship between a firm’s marketing behavior and its financial consequences. With panel data from publicly traded companies covering 17 years, we obtained the total expenditures in marketing of each company to represent marketing behavior and five financial outcomes, depicting the reinforcers. Each metric was composed of frequency, magnitude, and delay dimensions. The results show mutual effects between investments in marketing activities (aggregate product of interlocking behavioral contingencies of the firm) and the firm’s financial reinforcements (consequences of this product), thus corroborating the existence of metacontingencies in the marketing to finance relationship and undermatching in the finance to marketing relationship.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Taylor & Francis (Routledge)
ISSN:	0160-8061
Date of First Compliant Deposit:	15 August 2019
Date of Acceptance:	14 August 2019
Last Modified:	28 Nov 2024 03:30
URI:	https://orca.cardiff.ac.uk/id/eprint/124933

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