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Master-Arbeit Univ. St. Gallen, 2006.

Syfte: Studiens syfte är att undersöka sambandet mellan företags hållbarhetsrapportering i enlighet med GRIs riktlinjer G4 och företagsvärdet. Metod: Studien har sin utgångspunkt från den positivistiska forskningsfilosofin och tillämpar en deduktiv ansats. Syftets tillhörande frågeställningar har undersökts genom en kvantitativ metod där studiens hypoteser testats genom en multipel regressionsanalys. Den insamlade datan härrör till årsslutet 2016 av vilka primärdata hämtats från företags årsredovisningar samt sekundärdata hämtats från Thomson Reuters databas EIKON samt GRI Report List. Populationen utgörs av 92 noterade företag från Sverige, Norge, Finland och Danmark. Resultat och slutsats: Studiens resultat visar att det inte finns något signifikant samband mellan stora nordiska företags företagsvärde och hållbarhetsrapportering i enlighet med GRI’s riktlinjer för G4. Detta resultat leder till studiens slutsats; Företag i norden har inte några incitament till att välja GRI’s riktlinjer ur ett aktieägarperspektiv. Studiens bidrag: Denna studie bidrar till ökad förståelse för sambandet mellan hållbarhetsrapportering och företagsvärde. Denna studie ifrågasätter standardiserade ramverk för hållbarhetsrapportering och hoppas bidra till ökad diskussion kring val av riktlinjer gällande hållbarhetsrapportering. Detta leder slutligen till att företagsledare på ett mer underbyggt sätt kan fatta strategiska beslut gällande företagets hållbarhetsrapportering. Vidare anser vi att studien adderat ett nytt sätt att mäta hållbarhetsrapportering genom användning av GRI’s egen databas för att få en mer rättvisande bild av vad som får antas vara korrekt användning av GRI’s riktlinjer. Förslag till fortsatt forskning: En begränsning till denna studie är skiljelinjen mellan företag som hållbarhetsrapporterar enligt GRI’s G4 och företag som rapporterar enligt annan standards. Då investerare möjligtvis inte anser skillnaden mellan GRI och övriga standarder så pass omfattande att det skulle påverka deras investeringsbeslut blir detta en begränsning till vår studie. Därmed föreslår vi att inte begränsa studien till ett ramverk, utan studera två grupper där ena gruppen hållbarhetsrapporterar och ena gruppen inte gör det oavsett vilka riktlinjer som företaget följer. Vidare föreslås en utökad population av totala observationer, vilket blir möjligt om studien undersöker hållbarhetsrapportering som helhet och inte fokuserar på ett ramverk som denna studie gör. Slutligen uppmanar vi fortsatt forskning att utöka populationen för varje bransch då denna studie ger indikationer på att bransch har stor påverkan på såväl GRI samt företagsvärde. / Aim: The purpose of this study is to investigate the connection between corporate sustainability reporting in accordance with GRI G4 and corporation value. Method: The starting point of this study is the positivistic research philosophy and applies a deductive approach. The purpose and its related issues have been studied through a quantitative method and the hypotheses has been tested with a multiple regression analysis. The collected data is from the year 2016. Primary data in this study is retrieved from annual reports and the secondary data is retrieved from Thomson Reuters database EIKON and GRI Report List. The population consists of 92 listed companies from Sweden, Norway, Finland and Denmark. Results and conclusion: The result of the study shows that there is no significant connection between big Nordic companies’ business value and corporate sustainability reporting in accordance with GRI G4. This result leads to the conclusion of the study; Companies in the north has no incentive to choose GRIs’ guidelines from a shareholder perspective. Contribution: The study contributes to an increased understanding of the effect of sustainability reporting and its impact on business value. The study questions standardized framework for sustainability reporting and hopes to contribute to increased discussion of the choice of guidelines for sustainability reporting. This ultimately leads to the fact that business leaders can make strategic decisions regarding the company's sustainability reporting in a more substantiated way. Furthermore, we consider that the study added a new method of measuring sustainability reporting by using GRI's own database to get a more accurate picture of what may be assumed to be the correct use of GRI's guidelines. Proposals for further research: A limitation to this study is the dividing line between companies that reports according to GRI's G4 and companies reporting according to other standards or not at all. As investors may not consider the difference between GRI and other standards to such an extent that it would affect their investment decisions, this is a limitation to our study. Thus, we propose not to limit the study to one framework, but study two groups where one group establishes a sustainability report and one group does not do it regardless what guidelines that the company follows. Furthermore, an expanded population of total observations is proposed, which becomes possible if the study examines sustainability reporting as a whole and does not focus on one framework that this study does. Finally, we encourage further research to expand the population for each industry classification as this study provides indications that industry has a major impact on GRI as well as corporate value.

A importância e papel do executivo de marketing são temas em evidência entre os acadêmicos dessa área. Embora os administradores sejam essenciais para as organizações, há certa dúvida quanto a atual relevância do diretor de marketing em relação a outros cargos de nível estratégico. Nesse contexto, esta dissertação busca averiguar qual o impacto da substituição de altos executivos de marketing em empresas listadas na BOVESPA. Realizouse um estudo de evento, contendo trinta empresas, para identificar o impacto dessa mudança na administração das companhias. Posteriormente, comparou-se o retorno identificado aos fatores da liberdade administrava, pois, de acordo com esse conceito, a importância dos dirigentes depende de alguns aspectos que acabam por limitar ou ampliar as suas opções de ação. Assim, características da empresa e do próprio profissional foram, por meio de uma análise de regressão múltipla, comparadas com o impacto financeiro da substituição do executivo. Os resultados sugerem que há uma relação entre o retorno anormal e as características do evento, tal como o diretor já ter trabalhado em outra ocasião na empresa que o contratou. / The importance and role of the marketing executive is a highlighted subject between the academics of this area. There is no consensus about the current relevance of the chief marketing officer in relation to other functions in the top board of company’s executives. This research seeks to access what impact the change of the chief marketing officer has in the value of companies listed in BOVESPA. An event study has been realized, with thirty firms, to identify the impact of this change in the board of Brazilian companies. After that, the observed return was compared to aspects of managerial discretion, this concept defends that the executive’s importance is a function of some characteristics that limit or amplify its options of action. Therefore, these aspects were compared with the abnormal return trough a regression analysis. The results suggest the existence of a relationship between individual characteristics, such as the executive being an insider, and firm-specific characteristics, such as the size of the company, and the abnormal return of the event.

As Métricas de Marketing, como o valor da marca, têm sido consideradas um tópico prioritário de pesquisa, em um contexto onde gestores e acadêmicos de marketing estão sobre crescente pressão para demonstrarem que os investimentos nesta área são capazes de adicionar valor aos acionistas. O presente estudo objetivou comparar o desempenho, no mercado acionário brasileiro, do portfólio de empresas com reconhecido valor da marca – apontada pelos rankings de marcas mais valiosas brasileiras publicadas pela Interbrand – com portfólios de empresas com ações listadas na Bolsa de Valores do Estado de São Paulo. A comparação do desempenho desses portfólios no mercado acionário brasileiro ocorreu em termos de seu risco e retorno, calculados pela aplicação do modelo de três fatores de Fama e French (1993), tomando como base o estudo realizado por Madden, Fehle e Fournier (2006) no contexto internacional. Os resultados deste estudo permitem concluir que o Portfólio de Marcas Valiosas apresenta um menor risco no mercado acionário brasileiro frente aos demais portfólios estudados. A simples comparação do somatório dos valores da variável relativa ao excesso de retorno da carteira remete diretamente a percepção de maior retorno para o Portfólio de Marcas Valiosas. A possível associação de uma carteira de empresas possuidoras de marcas valiosas com a obtenção de menores riscos e, ao mesmo tempo, maiores retornos aos acionistas, permite fomentar ações e pesquisas voltadas para a gestão e desenvolvimento de marcas, bem como a uma maior valorização da área de Marketing na esfera acadêmica e empresarial. Além disso, este estudo permitiu uma aproximação entre as áreas de Marketing e Finanças, potencializando uma relação entre seus campos teóricos e entre suas atividades nas empresas. / Marketing Metrics, as brand value, have been a research priority topic, in a context where, Marketing practitioners and scholars are under intense pressure to show how marketing expenditure adds to shareholder value. This study aimed to compare the performance, in Brazilian stock market, of the portfolio of companies with recognized brand value - indicated by the rankings of most Brazilian valuable brands published by Interbrand - with other portfolios of companies listed on the Stock Exchange of São Paulo State. The comparison of the performance of such portfolios in the Brazilian stock market was in terms of their risk and return, calculated by applying the three-factor model of Fama and French (1993), built upon the study by Madden, Fehler and Fournier (2006) in the international context. The results show that the Portfolio of Valuable Brands presents a lower risk in Brazilian stock market compared to the other portfolios studied. The simple comparison of the sum of the variable values on the excess return of the portfolio, refers directly to the perception of greater return for the Portfolio of Valuable Brands. Thus, the possible relationship of companies possessing a portfolio of valuable brands with the acquisition of lower risk and, in the same time, higher returns to shareholders allows enhancing actions and encourage research aimed at the management and development of brands, as well as a greater appreciation of the Marketing field in academic and business spheres. Furthermore, this study permitted a rapprochement between the fields of Marketing and Finance, powering a theoretical relationship between these fields and between these areas in the companies.

Submitted by Maykon Nascimento (maykon.albani@hotmail.com) on 2016-05-12T18:18:58Z No. of bitstreams: 2 license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Dissertacao Luiz Henrique Vargas.pdf: 611443 bytes, checksum: d68288aa0a1d0f9bbf960b13ccc56d8a (MD5) / Approved for entry into archive by Patricia Barros (patricia.barros@ufes.br) on 2016-07-01T13:57:17Z (GMT) No. of bitstreams: 2 license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Dissertacao Luiz Henrique Vargas.pdf: 611443 bytes, checksum: d68288aa0a1d0f9bbf960b13ccc56d8a (MD5) / Made available in DSpace on 2016-07-01T13:57:17Z (GMT). No. of bitstreams: 2 license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Dissertacao Luiz Henrique Vargas.pdf: 611443 bytes, checksum: d68288aa0a1d0f9bbf960b13ccc56d8a (MD5) / Este estudo tem por objetivo verificar quais as características e determinantes do ativismo de acionistas nas empresas brasileiras de capital aberto. Por ativismo de acionistas entende-se a tentativa da parte dos acionistas de provocarem alterações na empresa sem uma mudança em sua estrutura de controle, como definem Gillan e Starks (2007). A amostra é composta por 322 empresas para o ano de 2010 e 347 empresas para 2012. Foram analisadas, junto a essas empresas, as atas de assembleias ordinárias, notícias que relataram alguma forma de ativismo e processos abertos junto à Comissão de Valores Mobiliários (CVM). Para o alcance do objetivo, formulou-se um índice composto por sete questões buscando-se evidenciar o ativismo de acionista na amostra do estudo, além da aplicação de regressão logística e regressão linear múltipla. Como resultados principais observou-se a ocorrência de ativismo de acionistas nas atas por meio de propostas apresentadas previamente e durante a assembleia, votos contrários e rejeição às propostas apresentadas, assim como a busca por representação nos conselhos de administração e fiscal, com eleição de membros efetivos por acionistas minoritários para suas composições. Verificou-se evidências de ativismo de acionistas em notícias no período da amostra, com destaque para os eventos de incorporação e operações de fechamento de capital. Pelo interesse que esses eventos despertaram na mídia, observou-se a ocorrência de republicações das notícias com aumento no quantitativo de um período a outro. Quanto aos processos abertos junto à CVM, evidenciou-se redução no quantitativo do ano de 2010 para o ano de 2012, embora tenha ocorrido aumento nos processos relativos a “Medidas adotadas por controlador e/ou administrador da companhia”. O Índice de Ativismo de Acionistas apresentou pontuação máxima para cinco das sete questões, para apenas duas das empresas nos períodos da amostra. As chances de uma empresa ser alvo de ativismo são afetadas negativamente pelo retorno sobre patrimônio líquido e concentração de propriedade e positivamente pelo tamanho da empresa, tamanho do conselho de administração, quantidade de propostas da administração na ordem do dia da assembleia e quantidade de acionistas, tanto pessoas físicas quanto jurídicas. No entanto, com a utilização da variável quantidade de acionistas pessoas jurídicas, observa-se a não significância estatística para o modelo referente às reclamações abertas junto à CVM. Para as empresas alvo de ativismo evidenciou-se através de regressão linear múltipla que a intensidade do ativismo medido pelo índice é afetada negativamente pelo endividamento, e positivamente pelo tamanho da empresa e quantidade de acionistas pessoas físicas. Desta forma, este estudo contribui para a literatura sobre ativismo de acionistas no mercado acionário brasileiro ao evidenciar sua ocorrência pela utilização de metodologia diferente da frequentemente aplicada a estudos internacionais anteriores, com a utilização de três frentes de análise: atas, notícias e processos abertos junto à CVM. Esta gama de informações permite a verificação desse fenômeno frequentemente analisado em estudos internacionais, porém com escassas pesquisas no mercado acionário brasileiro. / This study aims at verifying the characteristics and determinants of shareholder activism in public Brazilian companies. Shareholder activism means the attempt of shareholders to cause alterations in the company, without changing its control structure, as defined by Gillan e Starks (2007). The sample is made up of 322 companies for the year 2010 and 347 companies for 2012. The study analyzed minutes of the ordinary meetings, media news on activism, and complaints at the Brazilian Securities and Exchange Commission (CVM). In order to achieve our goals and show shareholder activism in the sample, an index made up of seven questions was employed, as well as logistic regression and multiple linear regression. The results show the existence of shareholder activism expressed in the minutes through proposals made before and during the meetings, opposing votes and refusal of proposals presented, as well as search for representation in board of directors and audit committee through the election effective members by minority shareholders. Evidence of shareholder activism was verified in news of that period, mainly incorporation events and capital closing operations. Because of the interest these events aroused in the media, the news about them were republished, which led to an increase in the figures from one year to another. As far as the proceedings filed at the Brazilian Securities and Exchange Commission are concerned, there was a decrease from 2010 to 2012, even though there was an increase in proceedings concerning “measures adopted by company’s administrator and/or controller". The Shareholder Activism Index showed the highest score for five of the seven questions for only two of the sample companies in the study period. The chances of a company to target of activism are negatively affected by return on equity and ownership concentration, and positively by firm size, board size , number of proposals during meetings and quantity of shareholders; both individuals and corporations. However, when using the variable “number of individual shareholders”, no statistical significance was found for the model referring to complaints filed at CVM. For companies that had been target of activism, multiple linear regression and activism measured by the index showed that the company is negatively affected by leverage, and positively affected by firm size and quantity of individual shareholders. Therefore, this study is a contribution the literature on shareholder activism in the Brazilian stock market by showing the existence of the former through methodology different from what had been used in international studies, i.e. analyzing three aspects: meeting minutes, media news, and complaints filed at Brazilian Securities and Exchange Commission. This variety of information allows verifying this phenomenon that is frequently analyzed in international studies, but scarcely investigated in the Brazilian market.

Society's awareness of the importance of environmental-, social- and economic issues has increased over the last decades. This increased interest has led to the development of the Corporate Social Responsibility concept (CSR) in which companies actively work simultaneously with environmental, social and economic issues that extend beyond what is legally required by these companies in order to achieve a more sustainable society. As the interest in CSR has increased, a debate whether CSR is value-creating or should be considered an agency cost has arisen. To approach this question previous researches have used the CEO compensation to examine if the engagement in CSR actually is an agency cost or a value creating activity and found that agency costs can be mitigated by tying incentives to performance. Based on these assumptions this study will examine the link between CSR and agency costs using the existence of a CSR related compensation incentives for CEOs related agency costs. This study is characterized to be positivistic and within the field of positive accounting research as it has deductive approach in which hypotheses are formulated that this study intends to test which are based on what fundamental economic theories and previous research have found that may affect agency costs. The empirical data are manually collected from companies’ on NasdaqOMX Stockholm 2016 annual reports followed by an analysis of the data using univariate t-test and multiple regressions in order to relate these findings to previous research. This study finds no direct evidence that CEO compensation incentives related to CSR affect agency costs which means that we have not closed the ongoing debate whether CSR engagement is creating shareholder value or should be considered an agency cost. Nonetheless, the results show indications that agency costs are higher for companies that use CEO compensation incentives related to CSR which indicates that CSR is not beneficial to shareholders but should instead be regarded as an agency cost at the expense of shareholders. The result also indicates that a positive accounting research is not particularly useful on a small stock market with reliable results because the findings can not be generalized in a broader perspective

As Métricas de Marketing, como o valor da marca, têm sido consideradas um tópico prioritário de pesquisa, em um contexto onde gestores e acadêmicos de marketing estão sobre crescente pressão para demonstrarem que os investimentos nesta área são capazes de adicionar valor aos acionistas. O presente estudo objetivou comparar o desempenho, no mercado acionário brasileiro, do portfólio de empresas com reconhecido valor da marca – apontada pelos rankings de marcas mais valiosas brasileiras publicadas pela Interbrand – com portfólios de empresas com ações listadas na Bolsa de Valores do Estado de São Paulo. A comparação do desempenho desses portfólios no mercado acionário brasileiro ocorreu em termos de seu risco e retorno, calculados pela aplicação do modelo de três fatores de Fama e French (1993), tomando como base o estudo realizado por Madden, Fehle e Fournier (2006) no contexto internacional. Os resultados deste estudo permitem concluir que o Portfólio de Marcas Valiosas apresenta um menor risco no mercado acionário brasileiro frente aos demais portfólios estudados. A simples comparação do somatório dos valores da variável relativa ao excesso de retorno da carteira remete diretamente a percepção de maior retorno para o Portfólio de Marcas Valiosas. A possível associação de uma carteira de empresas possuidoras de marcas valiosas com a obtenção de menores riscos e, ao mesmo tempo, maiores retornos aos acionistas, permite fomentar ações e pesquisas voltadas para a gestão e desenvolvimento de marcas, bem como a uma maior valorização da área de Marketing na esfera acadêmica e empresarial. Além disso, este estudo permitiu uma aproximação entre as áreas de Marketing e Finanças, potencializando uma relação entre seus campos teóricos e entre suas atividades nas empresas. / Marketing Metrics, as brand value, have been a research priority topic, in a context where, Marketing practitioners and scholars are under intense pressure to show how marketing expenditure adds to shareholder value. This study aimed to compare the performance, in Brazilian stock market, of the portfolio of companies with recognized brand value - indicated by the rankings of most Brazilian valuable brands published by Interbrand - with other portfolios of companies listed on the Stock Exchange of São Paulo State. The comparison of the performance of such portfolios in the Brazilian stock market was in terms of their risk and return, calculated by applying the three-factor model of Fama and French (1993), built upon the study by Madden, Fehler and Fournier (2006) in the international context. The results show that the Portfolio of Valuable Brands presents a lower risk in Brazilian stock market compared to the other portfolios studied. The simple comparison of the sum of the variable values on the excess return of the portfolio, refers directly to the perception of greater return for the Portfolio of Valuable Brands. Thus, the possible relationship of companies possessing a portfolio of valuable brands with the acquisition of lower risk and, in the same time, higher returns to shareholders allows enhancing actions and encourage research aimed at the management and development of brands, as well as a greater appreciation of the Marketing field in academic and business spheres. Furthermore, this study permitted a rapprochement between the fields of Marketing and Finance, powering a theoretical relationship between these fields and between these areas in the companies.