Faculty of Economics and Business Administration Publications Database

Relationship marketing's role in managing the firm–investor dyad

Hoffmann, Arvid O.I.
Pennings, Joost M.E.
Volume: 64
Number: 8
Pages: 896 - 903
Month: August
ISSN-Print: 0148-2963
Link External Source: Online Version
Year: 2011
Keywords: Marketing-finance interface; Investor relations; Role of marketing; Market-based assets

This paper develops an interdisciplinary conceptual framework demonstrating the role of marketing in managing investor relationships. The framework illustrates how companies can turn investor relationships into market-based assets by analyzing and managing them from a relationship marketing and stakeholder perspective. Marketing can contribute to investor relationship management and increase shareholder value by lowering the cost of equity capital, increasing analyst coverage and stock liquidity, and reducing shareholder activism. An investigation among investor relations professionals working at publicly traded companies in the Euronext 100 stock index demonstrates the framework's empirical validity and provides managerial implications.