Assistant Professor of Marketing
This article introduces three exemplary articles that speak to novel, current, and important issues in marketing and investor behavior. One proposes a novel measure of quality using warranties, another examines the context of common ownership, and another provides a sweeping review of the marketing-finance interface.In addition to introducing these articles in the special section, the authors examine the major topics and their impact in a quarter-century of research on the marketing-finance interface encompassing 373 articles.The authors identify ten major topics from which the topic stock performance had the highest coverage (19%). The remaining nine topics are covered roughly equally. The topic with the highest average number of citations is marketing spending followed by new products & innovations.The authors also identify an increasing number of articles over the last quarter-century that underlines the importance of the research on the marketing-finance interface.Finally, the authors put forward opportunities for the future of marketing-finance interface fusing novel data sources with decisive firm value outcomes.