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| Author: | Day, G. Fahey, L. |
| Title: | Valuing market strategies. |
| Journal: | Journal of Marketing
1988 : JUL, VOL. 52:3, p. 45-57 |
| Index terms: | MARKETING STRATEGY SHARE VALUATION CASH FLOW BALANCE SHEETS |
| Language: | eng |
| Abstract: | The problem of judging market strategies by their ability to enhance shareholders' value is discussed. Premises accepted by adopters of value-based planning approaches are described. The determinants of shareholder value creation are examined. The valuation process is implemented at the business level. Components incorporated in the cost of equity capital are analysed. A case is presented about value-based planning in action. The creation of residual value is examined. Limitations of the approach are highlighted. The role of competitive advantage is discussed. Managerial implications and opportunities for marketers are summarized. |
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