Marketing through the eyes of senior management: Insights from Fortune 500 reporting

Johanna Frösén; David W. Stewart

doi:10.1080/10696679.2021.1994421

Marketing through the eyes of senior management: Insights from Fortune 500 reporting

Johanna Frösén^*, David W. Stewart

^*Corresponding author for this work

Marketing, Helsinki

Research output: Contribution to journal › Article › Scientific › peer-review

1 Citation (Scopus)

Abstract

Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.

Original language	English
Peer-reviewed scientific journal	Journal of Marketing Theory and Practice
Volume	31
Issue number	1
Pages (from-to)	75-96
Number of pages	22
ISSN	1069-6679
DOIs	https://doi.org/10.1080/10696679.2021.1994421
Publication status	Published - 11.01.2022
MoE publication type	A1 Journal article - refereed

Keywords

512 Business and Management

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10.1080/10696679.2021.1994421Licence: CC BY

Marketing through the eyes of senior management Insights from Fortune 500 reportingFinal published version, 1.2 MBLicence: CC BY

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Marketing through the eyes of senior management: Insights from Fortune 500 reporting

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Reporting Marketing Performance: Exploring Practices of Leading Firms

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Marketing through the eyes of senior management: Insights from Fortune 500 reporting

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Reporting Marketing Performance: Exploring Practices of Leading Firms

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