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Full-Text Articles in Business
Assessing The Importance Of Brand Equity In Health Services Marketing Through The Impact Of Acquired Goodwill On Stockholder Returns, Richard A. Heiens, Robert T. Leach, Leanne C. Mcgrath
Assessing The Importance Of Brand Equity In Health Services Marketing Through The Impact Of Acquired Goodwill On Stockholder Returns, Richard A. Heiens, Robert T. Leach, Leanne C. Mcgrath
Faculty Publications
The growing importance of brand equity is widely recognized by researchers and business strategists alike. As such, creative new ways to capture the value of this intangible asset must be devised and tested. The current study uses acquired goodwill as a surrogate indicator of brand equity and looks at the importance of brand equity for firms in the health services industry by measuring the impact of acquired goodwill on stockholder returns. The findings indicate that acquired goodwill and stockholder returns appear to be significantly and positively related to each other. In addition, firms that have higher than average amounts of …
The Market Share Impact Of The Fit Between Market Leadership Efforts And Overall Strategic Aggressiveness, Larry P. Pleshko, Richard A. Heiens
The Market Share Impact Of The Fit Between Market Leadership Efforts And Overall Strategic Aggressiveness, Larry P. Pleshko, Richard A. Heiens
Faculty Publications
The current study takes a contingency theory approach to the relationship between market leadership and a variety of marketing strategy concepts making up a firm’s strategic profile, including a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and market orientation. The results of the study support this approach, showing that at least six of the seven strategic contingency combinations exhibit a significant relationship to market share. Utilizing a sample drawn from the financial services industry, it is found that firms possessing a recommended “fit”, as when market leader firms exhibit …