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.

Hlavním cílem této práce je nastínit vztah mezi zvyšováním hodnoty podniku a optimalizací činností finančního řízení. Teoretická část je zaměřena na definování hodnoty podniku a vybraných nástrojů řízení hodnoty, porovnání koncepce shareholder a stakeholder value a možnosti zvyšování hodnoty pro akcionáře. Teoreticko-praktická část v úvodu charakterizuje analyzovaný podniku, popisuje jeho ekonomický (finanční) úsek a organizační strukturu. Na tomto podniku je představen příklad praktické ?cesty?, která by měla vést ke zvyšování hodnoty podniku ? zhodnocení současného stavu vybraných oblastí finančního řízení, srovnání s nejlepšími postupy, návrh změn a doporučení za účelem budoucího zvyšování hodnoty podniku pro akcionáře.

It is claimed that Swedish firms are at the forefront of integrating sustainability into their businesses. This study assesses whether a relationship between Corporate social responsibility (CSR) activities and managerial agency problems exists in Swedish listed firms. The rationale of the study lies on whose preferences are fulfilled and if these activities are caused by incentives to maximize shareholders’ value or by incentives to extract managers’ personal benefits. An ordinary least squares (OLS) fixed-effects panel regression is conducted to investigate this relationship where the results show an insignificant and mostly positive relationship between CSR activities and the managerial agency problems as measured by the Environmental, social and governance (ESG) score. Therefore, we are not able to reject nor confirm that CSR activities are driven by managerial agency problems. However, our findings are surprisingly also presenting a significant and negative estimate for Tobin’s Q and ROA. This implies that CSR activities are not caused by value-creating incentives for the shareholder. However, if CSR activities are caused by managerial agency problems or other reasons remains unconfirmed.

Understanding the contribution of marketing to the shareholder value of a company has been a major challenge for marketing research. The purpose of this dissertation was creating and validating an attitudinal measure of customer equity in hospitality businesses, thus providing a link between return on marketing and the shareholder value of a company. The theoretical background of the customer equity construct was examined, and then systematic scale development processes were initiated. The results produced two concise scales: (1) 17 items that represent the six dimensions of customer equity in the restaurant industry and (2) 19 items that represent the six dimensions of customer equity in the hotel industry. Six dimensions of customer equity achieved strong convergent validity, discriminant validity, and internal consistency, indicating unidimensionality of the constructs. To further validate the newly developed scale, criterion validity was checked in correlation with six criterion measures using data collected from 590 hospitality industry consumers. The results demonstrate that customer equity closely reflects the shareholder value of a company. Also, it was found that value equity, brand equity, relationship equity, and service quality are significantly and positively correlated with overall customer equity of a company. In conclusion, customer equity represents the long-term value of a company, and reflects shareholder value of the company, thus providing a link with return on marketing investments. Theoretical and managerial implications are discussed. / Ph. D.

This dissertation presents a legal and regulatory framework of corporate social responsibility (CSR) and the effect it has on social transformation in South Africa. It is premised on Dodds' theory of stakeholder protection which is articulated with greater clarity by Jeff Smith. He states that directors are agents of all stakeholders. In other words, they have the responsibility to ensure that every stakeholder's rights and interests are protected and fulfilled. This, he further explains, should be carried out by means of a balancing exercise between each stakeholder interest in every transaction. The dissertation demonstrates how the private sector can 'effectively' utilise principles of CRS to contribute towards and expedite social transformation. The significance of social transformation rests on it being a constitutional imperative as employed to redress the legacy of Apartheid. Lastly, the dissertation discusses CSR and how it affects social transformation in India and the United Kingdom (UK) with the aim of gleaning comparative insights. The dissertation then makes recommendations that the South African CSR legislation should embody objectives of our broader national interests similar to the Indian approach. In addition, it argues for a fully defined set of directors' duties which promotes compliance with CSR goals similar to the UK approach.

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The road to breakthrough innovation is complicated, lengthy, costly, and risky to shareholders. This research examines the literature for breakthrough innovation across several industries and disciplines to provide a holistic definition of breakthrough innovation for the biopharmaceutical industry in order to best explore the relationship between breakthrough innovation, knowledge sharing, strategic network alliances, and shareholder value. The study design uses multiple-case studies: a small pilot case study, a second in-depth case study, and a third case study that examines the challenges of breakthrough innovation from senior executives perceptive. Our findings provide three new insights of breakthrough innovation. First, we formulate a new model of breakthrough innovation utilizing strategic network alliances centered on small companies focused on the early phases of development, while larger firms leverage their global commercial infrastructures. Interwoven in the new strategic alliance network are venture capital firms, academia, and government. The second finding is that industry executives prefer the approach of knowledge sharing within a formal strategic network alliance due to the confidential framework of the relationship. The third finding is that incremental innovation is a necessary building block toward breakthrough innovation. The relationship of strategic network alliances and knowledge sharing to breakthrough innovation in the biopharmaceutical industry are critical. Finally, a review of breakthrough innovation factors having the most significant positive impact on maximizing shareholder value in the biopharmaceutical industry. / Business Administration/Strategic Management

No / This study contributes to the literature on shareholder value and financialization, which to date has produced few case studies at the individual firm level. We provide a grounded account of management control under financialization, focusing on the apparently dramatic turnaround in performance of one factory, located in the northeast of England (Midco). However, in contrast to some of the more prescriptive accounts of shareholder value implementation, we resist overly simplistic explanations that the turnaround was 'due to' EVA. Instead, we suggest that both the factory's prior experience of change, particularly TQM, plus the presence of economic insecurity facilitated the turnaround. We compare our findings with other relevant studies and suggest that EVA and financialized solutions do not constitute a panacea for struggling organizations. Specifically, a strategy prioritizing new product development may be incompatible with the type of practices introduced by Midco.