Marketing communication and firm value: an energy and transportation industry case study

Abstract

Goals and tasks: Identify how marketing communication affects firm value in case of B2B companies and what are the main marketing communication tools and assets that affect firm value in case of B2B companies Main results: (1) Brand and customer equity have been identified as the most important market-based assets in case of both B2C and B2B companies, that can affect firm value through e.g. higher shareholder confidence (due to higher brand awareness among investors) or through higher sales (due to better customer relationships), (2) Reputation has been identified as highly important - it can increase firm value e.g. through creating real options, (3) Two-tier communication is a key success factor in case of B2B companies - as it can increase the overall acceptance of the company possibly increasing its incoming orders and thus firm value through higher sales, (4) More personal communication tools such as events can positively affect firm value in case of B2B companies - through e.g. incremental sales or higher customer loyalty in the long term.