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In Search Of Marketing's Genie: Essays On The Impact Of Ceo And Corporate Governance Factors On Marketing Strategies, Prachi Gala
In Search Of Marketing's Genie: Essays On The Impact Of Ceo And Corporate Governance Factors On Marketing Strategies, Prachi Gala
Electronic Theses and Dissertations
Past research has shown that the marketing function is struggling for survival in many companies. One of the causes to be blamed for, is internal corporate governance which consists of the composition of the top management team and the compensation given to them. How firms differ in their internal corporate governance and how can internal corporate governance be altered to solve the problem of decline in marketing is what this dissertation is built on. Essay 1 attempts to address heterogeneity in stock market reaction to new product introduction announcements and strategic alliance announcements by looking at the impact of internal …