Working paper
A new technique for measuring a firm's marketing emphasis
SSRN
05/28/2025
DOI: 10.2139/ssrn.5272785
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 9,916 U.S. public firms observed from 2003q1 to 2023q1, (2) Python code files, 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 DamavandiFeng MaiVivek Astvansh
- Resource Type
- Working paper
- DOI
- 10.2139/ssrn.5272785
- Publisher
- SSRN
- Number of pages
- 45 pages
- Language
- English
- Date posted
- 05/28/2025
- Date updated
- 05/30/2025
- Academic Unit
- Business Analytics
- Record Identifier
- 9984845456502771
Metrics
20 Record Views