What happens when Wall Street meets Madison Avenue? Despite billions spent annually on advertising, surprisingly little research has explored how these investments impact a company's stock price—until now.

Shubha Srinivasan, the Adele and Norman Barron Professor of Management and Professor of Marketing, pulls back the curtain on this critical relationship in our fascinating conversation about her groundbreaking research synthesizing findings from over 250 studies. She reveals three distinct pathways through which advertising influences firm valuation: the indirect route (via increased sales and profits), signaling value to investors, and building long-term brand assets.

The disconnect between marketing and finance departments has historically created blind spots, with marketers celebrating metrics like brand awareness while CFOs demand hard ROI numbers. Srinivasan's research bridges this gap, providing marketers with the ammunition they need when facing budget scrutiny. Perhaps most compelling is her finding that a 10% increase in customer retention can translate to a 7% boost in stock price—a connection that transforms how we should evaluate marketing effectiveness.

Not all industries experience equal benefit from advertising investments. Consumer-facing sectors like retail, CPG, and tech show stronger connections between advertising and stock performance, while B2B industries might benefit more from relationship-building than traditional advertising. Meanwhile, price promotions present an interesting paradox—consumers love them, but investors often view them as value-destroying.

The key takeaway? Marketing leaders must move beyond defending their budgets with short-term metrics and start connecting their efforts to financial outcomes investors care about: revenue growth, margin improvements, risk reduction, and predictable cash flows. By speaking the language of investors and measuring what endures rather than just what's immediate, CMOs can reposition marketing from a cost center to a strategic investment in the company's future.

Ready to transform how you view marketing's financial impact? Listen now and discover why the evidence is clear—advertising is far more than just a cost; it's a powerful driver of lasting company value that savvy investors are already noticing.

In this episode, JP Matychak and Mark Williams, Master Lecturer in Finance, discuss the complexities of tariffs, their implications for the US economy, and the recent changes in tariff policy announced by President Trump. They explore how tariffs function as a tax on imported goods, the burden they place on consumers, and the potential economic fallout, including inflation and recession. The conversation also delves into the long-term risks of relying on tariffs as a trade tool and suggests more constructive approaches to address trade imbalances.

Key Takeaways

• Tariffs are essentially a tax on imported goods.
• Consumers ultimately bear the cost of tariffs.
• Recent tariff changes have led to significant market declines.
• The administration's goal with tariffs is to protect local industries.
• High tariffs can lead to inflation and reduced consumer spending.
• Stagflation poses a significant risk to the economy.
• Tariffs can trigger retaliatory measures from trading partners.
• Long-term reliance on tariffs can harm global trade relationships.
• Constructive trade policies should be incremental and strategic.
• Monitoring financial markets is crucial for understanding economic trends.

Unlock the secrets of internet privacy as we journey through the intricate world of digital cookies and their profound impact on our online lives. Featuring insights from Garrett Johnson and Tesary Lin of Boston UniversityQuestrom School of Business, we explore the evolution of privacy regulations and their influence on major browsers like Chrome. Discover how first-party and third-party cookies have transformed digital marketing, and learn about Google's innovative Privacy Sandbox initiative, which seeks to balance user privacy with the needs of advertisers and publishers.

We also shine a light on the controversial "dark patterns" in user interface design that can manipulate cookie consent rates, challenging the effectiveness of privacy regulations like the GDPR. Delve into the complexities of data protection with a focus on the Global Privacy Control and the potential for a unified U.S. federal privacy law. As we navigate the emerging landscape, we address the responsibilities of AI platforms and social media in safeguarding user data and managing content. This episode promises to equip you with a deeper understanding of the ongoing challenges and future implications in the realm of internet privacy.

On this episode of Insights@Questrom, contributor Shannon Light chats with Kathy Kram, Professor of Management & Organizations, emerita, and Tim Hall, Professor of Management & Organizations, emeritus, about their co-authored book, Retiring: Creating a Life That Works for You.

The discussion dives into retirement as a major life transition—one that goes beyond financial and health concerns to address deeper psychological, social, and structural challenges. Professors Kram and Hall share insights from their book, which is based on detailed retirement stories of 14 individuals and over 200 interviews. They explore how retiring involves reconstructing both identity and life structure, offering wisdom on the four major tasks of retirement: making the retirement decision, detaching from work, building a new retirement life, and adapting as life unfolds.

Listeners will learn how alignment among self, life structure, and external context is key to life satisfaction during retirement and how support from family, friends, and colleagues can make a crucial difference. The authors also discuss how organizations can better support older workers as they prepare to transition out of their careers.

To find out more about their book, ‘Retiring: Creating a Life That Works for You’ visit https://retiringbook.com or find their book on Amazon here.

Join us as we unravel the implications of a game-changing $418 million settlement that is sending shockwaves through the real estate sector. We discuss how the National Association of Realtors' landmark decision is upending the traditional commission model, and what it means for the pockets of buyers and sellers alike. You'll gain a new perspective on the future of real estate transactions, with an in-depth analysis on how the Federal Reserve's latest move—or lack thereof—on interest rates adds to the complex decision-making process in today's market.

Joining the conversation is Keith Munsell, a seasoned expert with four decades in the field, who brings clarity to the often murky waters of housing trends and challenges. We dissect the Fed's influence, the relentless imbalance of supply and demand, and the daunting barriers faced by prospective homeowners. Get ready for a compelling episode filled with expert insights that will arm you with the knowledge to navigate the shifting terrain of the housing market, whether you're a first-time buyer or an experienced investor looking for your next big opportunity.

Have you ever felt like an outsider, struggling to find your footing in a world that seems to resist your every step? Professor Michel Anteby, our esteemed guest for today's episode, knows that feeling all too well. In our engaging conversation, he shares how his personal battles with being a minority have equipped him with a unique resilience, one that he has applied to his field research in some of the most secretive and resistant organizations. From the guarded corridors of Disneyland to the strategic planning rooms of Harvard Business School, Professor Anteby's tales offer a fresh perspective on viewing resistance as an ally rather than a foe.

As the author of "The Interloper: Lessons from Resistance in the Field," Professor Anteby emphasizes that the walls we encounter in new environments are not just barriers but windows into the underlying cultural and organizational fabric. His experiences in a French aeronautic factory and with the TSA reveal the unexpected value in the pushback we face. Throughout this episode, Anteby weaves a narrative that transforms resistance from an insurmountable obstacle into a powerful current that, when navigated skillfully, propels us toward greater understanding and personal growth. Join us as we uncover the winds of wisdom that can lift us to new heights in our research, as well as personal and professional journeys.

Unlock the secrets of "Fusion Strategy," the groundbreaking approach that's rewriting the playbook for industrial giants. On our latest episode, we sit down with Venkat Venkatraman, author of the upcoming book "Fusion Strategy: How Real-Time Data and AI Will Power the Industrial Future" who, along with co-author Vijay Govindarajan, is steering companies through a landscape where AI and real-time data are as critical as nuts and bolts. Venkat maps out for our listeners the fascinating terrain where digital and physical realms converge, elucidating how heavyweights in sectors like automotive and agriculture can not only survive but thrive by adopting innovative digital tools to gain actionable insights and drive strategic decisions.

Navigating the future of industry requires a skillful blend of technology and vision, and in this conversation, we dissect the role of AI in transforming traditional industries from the inside out. We scrutinize the "computer on wheels" phenomenon and discuss how companies that fail to integrate AI, data, and cloud connectivity might find themselves in the technological rearview. Moreover, Venkat shares his unique perspective on 'backcasting' and the imperative for a harmonized approach among company leaders to overhaul business strategies, ensuring longevity in an ever-evolving digital age. Join us for an episode that promises not just to inform but to equip you with the strategic foresight needed for the dynamic road ahead.

"Fusion Strategy: How Real-Time Data and AI Will Power the Industrial Future" comes out March 12, 2024 and available for preorder now.

Unlock the mysteries of online speech regulation with Kabrina Chang and Marshall Van Alstyne as they dissect the debates at the heart of Moody v. NetChoice and NetChoice v. Paxton. This conversation cuts through the legal jargon, promising to enlighten you on the intricacies of Section 230 and its pivotal role in the growth of social networks. Delve into the very fabric of digital communication law, as we peel back the layers of content moderation and explore the protection it affords to both social media companies and their users.

Imagine a world where every tweet, comment, or post you see is unfiltered—this episode contemplates such a scenario as we scrutinize the possible outcomes of a high court ruling concerning free speech on social media platforms. Our guests, armed with years of expertise, help us navigate the choppy waters of private enterprise versus public discourse, dissecting the responsibilities platforms hold as modern public squares. The session also reveals how adopting decentralized marketplaces and user-selected filters could empower listeners and revitalize the marketplace of ideas.

As we sail towards the horizon of this thought-provoking journey, we confront the looming question: Should social media be regulated as public utilities or should they remain private entities with editorial control? This episode doesn't just analyze the potential legal ramifications; it also evaluates the economic principles that could redefine governance in the digital realm. Our experts, Chang and Van Alstyne, provide an enlightening perspective on the delicate balancing act that lies ahead, ensuring the integrity of our online communities while fostering a robust environment for free speech. Join us in this riveting discussion that promises to shape your understanding of today's digital society.