Journal article
A new technique for measuring a firm’s marketing emphasis
Marketing letters, Vol.36(4), pp.823-837
12/2025
DOI: 10.1007/s11002-025-09781-7
Abstract
A firm’s marketing emphasis is reflected in its market orientation, marketing capabilities, and marketing excellence. We propose a new large language model (LLM)-based technique that uses a firm’s managers’ words in earnings calls to measure its marketing emphasis and lower-order components. We demonstrate the value of our technique by measuring marketing emphasis for 254,522 firm-quarter observations and testing the measures’ internal and external validity. Additionally, we show that including our marketing-emphasis scores improves machine-learning models’ predictions of advertising, R&D, trade credit, sales revenue, profit, and market value. We offer three deliverables: (1) data files containing the quarterly marketing emphasis measures for 9916 U.S. public firms observed from 2003q1 to 2023q1, (2) Python packages, and (3) a website that measures marketing emphasis in any input text or file. These deliverables enable academics, corporate managers, and policymakers to easily assess the impact of a firm’s marketing emphasis on marketing theory and practice.
Details
- Title: Subtitle
- A new technique for measuring a firm’s marketing emphasis
- Creators
- Hoorsana Damavandi - University of Tennessee at KnoxvilleFeng Mai - Information Systems, University of Iowa, Iowa City, IA, United StatesVivek Astvansh - Indiana University Bloomington
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.36(4), pp.823-837
- DOI
- 10.1007/s11002-025-09781-7
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Publisher
- Springer
- Language
- English
- Electronic publication date
- 06/10/2025
- Date published
- 12/2025
- Academic Unit
- Center for Social Science Innovation; Business Analytics
- Record Identifier
- 9984832083602771
Metrics
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