Abstract
The research ascertains which countries' well-being metrics moderate the effects of marketing investments on corporate financial outcomes. We applied generalized estimating equations to firms in panel data from 131 countries covering 18 years. The results show that marketing investments raise market share regardless of country context, a global pattern. However, their effects are greater when considering economic growth. The impact of marketing on profitability and the companies' value increases when the country improves income distribution. The countries' developments generate higher financial outcomes, regardless of marketing investments. We highlight firsthand the global marketing–finance interface in its macro-environment, using operant behavioral economics.
| Original language | English |
|---|---|
| Pages (from-to) | 2941-2954 |
| Number of pages | 14 |
| Journal | Managerial and Decision Economics |
| Volume | 43 |
| Issue number | 7 |
| DOIs | |
| Publication status | Published - 14 Feb 2022 |
Bibliographical note
Funding Information:This work was supported by the Foundation for Research Support of the Brazilian Federal District (FAP‐DF) 0193.001530/2017 and The Brazilian Council for Scientific and Technological Development 302876/2018‐9.
Funding Information:
This work was supported by the Foundation for Research Support of the Brazilian Federal District (FAP-DF) 0193.001530/2017 and The Brazilian Council for Scientific and Technological Development 302876/2018-9.
Publisher Copyright:
© 2022 John Wiley & Sons, Ltd.