Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that managers should rethink this approach.

Read an in-depth recap of this research here: https://www.ama.org/2024/05/21/do-good-and-talk-about-it-how-financial-valuation-and-external-reporting-of-marketing-assets-benefits-companies/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241236142

Reference: Peter Guenther, Miriam Guenther, Bryan A. Lukas, and Christian Homburg, “Consequences of Marketing Asset Accountability – A Natural Experiment,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: financial reporting, stock prices, firm value,

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM