Influential Chief Marketing Officers and Management Revenue Forecasts

webfull — Thu, 08 Feb 2018 18:22:16 +0000

Authors: David S. Koo and Dongyoung Lee

Publication: The Accounting Review, Forthcoming

Abstract:

We examine the role of the chief marketing officer (CMO) in corporate voluntary disclosure of future revenues. Using a sample of S&P 1500 firms for the period from 2003 to 2011, we find that the presence of an influential CMO in top management is positively associated with the likelihood of a firm's issuing a management revenue forecast. We also find that firms with an influential CMO provide more accurate revenue forecasts than other firms. These findings extend to long-window change analyses and are robust to the use of a propensity-score matched-pair approach. Overall, the results are consistent with the notion that CMO influence in top management appears to play an important role in voluntary revenue disclosures.

Read abstract: The Accounting Review

Published: 8 February 2018

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Influential Chief Marketing Officers and Management Revenue Forecasts