1 - Thiago Coelho Soares UNIVERSIDADE DO SUL DE SANTA CATARINA (UNISUL) - Adolfo Melo
2 - João Coelho Soares UNIVERSIDADE FEDERAL DE SANTA CATARINA (UFSC) - Programa de Pós-Graduação em Administração (PPGAdm)
3 - Odair Telles de Proença UNIVERSIDADE DO SUL DE SANTA CATARINA (UNISUL) - Florianópolis
4 - Claudemir José de Souza UNIVERSIDADE PARANAENSE (UNIPAR) - Francisco Beltrão
5 - Gisele Mazon UNIVERSIDADE DO SUL DE SANTA CATARINA (UNISUL) - Pedra Branca
Reumo
Marketing articles have a greater focus on the market for products and services, while articles on finance have focused on company profitability and shareholder value (Jang, et al., 2013). The marketing-finance interface is vital for corporate success, as there are strong interdependencies between the two domains (Morvan and Ely, 2021); The marketing-finance interface is an important marketing research field, helping to demonstrate marketing responsibility within the organizations and building the necessary interdisciplinary bridge for financial and accounting research (Edeling, et al., 2020).
The marketing-finance relationship also occurs in retail companies (Lamey, et al., 2021). Marketing is effective in generating financial gains (Porto and Foxall, 2019). This investigation aims to review the marketing-finance relationship in Brazilian retail companies.
Previous research on the marketing-finance interface explains the link between marketing and business value (Rao and Bharadwaj, 2008; Kamakura and Du 2012; Bharadwaj, et al., 2020). There are several important factors that can be considered in the marketing-finance interface, such as the return on investment, the return on marketing investment and the return on advertising spend (Smyth and Lecoeuvre, 2015).
In the field survey, 122 questionnaires were applied to Brazilian retail companies’ managers. The partial least squares structural equation modeling technique was used to test the hypotheses and generate a marketing-finance relationship model.
The main findings largely corroborate previous studies regarding the retail companies in Brazil marketing and business strategy knowledge positively influences marketing actions based on financial knowledge, as well as the latter influences organizational performance.
This research aimed to analyze the marketing-finance relationship in Brazilian retail companies. Thus, the study sought to demonstrate that the marketing-finance interface is an important field of research in marketing, helping to highlight the marketing responsibility in retail companies and bringing it closer together in an interdisciplinary way with financial and accounting research.
Jang, S, Tang, CH & Park, K (2013). The marketing-finance interface - a new direction for tourism and hospitality management. Tourism Economics. 19 (5)
Morvan, J. & Le Gall-Ely, M., (2021) The case for research on the marketing-finance interface: A commentary. Recherche Et Applications
Edeling, A, Srinivasan, S,& Hanssens, DM. (2020)The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research. International Journal of Research in Marketing.
Lamey, L., Breugelmans, E., Vuegen, M., ter Braak, A (2021). Retail service innovations a