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Marketing Capability, Analyst Recommendations, And Firm Value, Tien Wang

Marketing Dissertations

This dissertation consists of two essays to investigate the potential performance impact of marketing capability. The first essay focuses on the impact of marketing capability on analyst recommendations. It examines the direct and relative effect of marketing capability on analyst recommendation metrics. The moderating effect of market competition on this capability-recommendation link is also tested. The result supports that marketing capability not only has a positive direct impact but also a stronger effect, relative to financing capability, on analyst recommendations for the firm. Furthermore, the direct effect of marketing capability on analyst recommendations is nonlinear. Pursuing an extremely high level …