"Opening and Welcome "- Prof. Dr. Ir. Joost M.E. Pennings

692 views

Published on

2. Marketing-Finance reseach Group: MF conference

"Opening and Welcome "- Prof. Dr. Ir. Joost M.E. Pennings

Published in: Investor Relations
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
692
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

"Opening and Welcome "- Prof. Dr. Ir. Joost M.E. Pennings

  1. 1. Joost M.E. Pennings Professor of Marketing ALEX Beleggersbank Professor in Finance The Marketing-Finance Conference : The Whole is Greater than the Sum of its Parts
  2. 2. Table of contents <ul><li>Marketing develops interest in Finance </li></ul><ul><li>Finance develops interest in Marketing </li></ul><ul><li>Overview of Program </li></ul><ul><li>Change in Program </li></ul>
  3. 3. Marketing develops interest in Finance <ul><li>Can Marketing Regain Its Seat at the Table (Webster, Malter & Ganesan; Leeflang & Verhoef)? </li></ul><ul><ul><li>Marketing gets no respect in the boardroom ( Schultz) </li></ul></ul><ul><li>How can marketing continue to be relevant as a discipline? </li></ul><ul><ul><li>Focus has been on “intermediate” variables </li></ul></ul>
  4. 4. Marketing develops interest in Finance <ul><li>How can marketing activities translate in financial performance? </li></ul><ul><ul><li>Impact on cash flows </li></ul></ul>
  5. 5. Marketing develops interest in Finance <ul><li>Dimensions of cash flow </li></ul><ul><ul><li>Expected cash flows </li></ul></ul><ul><ul><li>Volatility in cash flows </li></ul></ul><ul><ul><ul><li>risk-adjusted cost capital </li></ul></ul></ul><ul><li>Net cash flows determined by relationships amongst all (negative/positive) cash flow drivers </li></ul><ul><ul><li> Marketing activities are THE cash flow drivers </li></ul></ul>
  6. 6. Marketing develops interest in Finance <ul><li>Questions of marketing managers: </li></ul><ul><li>How can marketers contribute to shareholder value? </li></ul><ul><ul><li>Do marketers need help from a third party? </li></ul></ul><ul><li>How does focus on shareholder value impact the relationship with customers and suppliers? </li></ul><ul><li>Do suppliers and customers need the same focus on shareholder value / same risk profile to establish long term relationships? </li></ul>
  7. 7. Finance develops interest in Marketing <ul><li>Marketers interact with the client </li></ul><ul><ul><li>Marketing is closest to the dollar </li></ul></ul><ul><li>Decision making processes drive (financial) markets and financial performance </li></ul><ul><ul><li>Hard numbers tell only part of the story </li></ul></ul><ul><ul><li>Chicago man may have feelings too </li></ul></ul>
  8. 8. Finance develops interest in Marketing <ul><li>Market anomalies </li></ul><ul><ul><li>Why? Market efficient paradigm? </li></ul></ul><ul><ul><ul><li>How do market participants behave? </li></ul></ul></ul><ul><ul><ul><ul><li>Role of market micro structure (market institution) </li></ul></ul></ul></ul><ul><ul><ul><li>Impact on market behavior (aggregate level) </li></ul></ul></ul><ul><ul><ul><li>Why do financial product fail or succeed? </li></ul></ul></ul>
  9. 9. Finance develops interest in Marketing <ul><li>Market research methodology </li></ul><ul><ul><li>Measurement issues </li></ul></ul><ul><ul><li>Choice models that include constructs </li></ul></ul><ul><ul><ul><li>Latent variables </li></ul></ul></ul><ul><ul><li>Heterogeneity in behavior of market participants </li></ul></ul>
  10. 10. Overview of Program <ul><li>Marketing reaches out to Finance and vice versa </li></ul><ul><ul><li>Professors De Ruyter & Eichholtz </li></ul></ul><ul><li>MF approach from Marketing & Finance perspective </li></ul><ul><ul><li>Professors Srivastava & Weber </li></ul></ul><ul><li>MF Approach in Industry: How? </li></ul><ul><ul><li>Dr. Algra </li></ul></ul><ul><li>MF Approach in Academic programs </li></ul><ul><ul><li>Dr. Hoffmann </li></ul></ul>
  11. 11. Change in Program <ul><li>Presentation by Fortis is cancelled: </li></ul><ul><ul><li>09.45-10.15 Prof. De Ruyter </li></ul></ul><ul><ul><li>10.15-10.45 Prof. Eichholtz </li></ul></ul><ul><ul><li>10.45-11.15 Coffee Break </li></ul></ul><ul><ul><li>11.15-12.00 Prof. Srivastava </li></ul></ul><ul><ul><li>12.00-13.15 Lunch </li></ul></ul>

×