Spais and Filis (2002) 'Stock Options as a Mean of Adding Value in Business Markets' - A Powerful Potential Communication Vehicle for Business Marketing Managers

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'Stock Options as a Mean of Adding Value in Business Markets' - A Powerful Potential Communication Vehicle for Business Marketing Managers

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CONTRIBUTORS:

	Author:	Spais, George (b. 1975, d. ----)
	Author:	Filis, George

JOURNAL:

Journal of Financial Services Marketing, 6(3), 290 - 298.

YEAR:

2002

PUB TYPE:

Journal Article

SUBJECT(S):

Information Economics, Information, Business Markets, Marcoms Strategies, Branding and Stock Options

DISCIPLINE:

No discipline assigned

HTTP:

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=298340

LANGUAGE:

None

PUB ID:

103-439-403 (Last edited on 2007/12/28 05:37:11 US/Mountain)

SPONSOR(S):

ABSTRACT:
In this paper, we argue that stock options are a highly effective marketing communications (marcoms) medium, which due to their influence on the profitability of the organization, possess characteristics that should be included in strategic marketing planning for financial and non-financial organizations. This study aims to test whether stock options can be used as a means for marketing strategists to build effective branding and loyalty programs. We argue that the strategic role of stock options in marketing decision-making adds value in business markets. Stock options play a unique role in marketing and in the achievement of corporate goals and targets. The study is supported by the findings of a questionnaire survey based on a sample of Greek companies, grouped into two categories. The first category consists of the most profitable organizations supplying business markets, listed on the Athens Stock Exchange (ASE) and the second consists of large financial organizations.

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