Ep. 24 - Customer Based Corporate Valuation with Dan McCarthy and Peter Fader

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How I Wrote This

Brett Gordon and Karen Winterich

26 episodes

3 weeks ago

"Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.

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Social Sciences

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Ep. 24 - Customer Based Corporate Valuation with Dan McCarthy and Peter Fader

How I Wrote This

46 minutes 49 seconds

4 weeks ago

Ep. 24 - Customer Based Corporate Valuation with Dan McCarthy and Peter Fader

To figure out how much a company is worth, start with its customers. This episode explores customer-based corporate valuation and how individual buying behavior ultimately drives firm value. Join JMR Co-Editor Brett Gordon as he speaks with Dan McCarthy (University of Maryland) and Peter Fader (University of Pennsylvania) about their paper, “Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms,” and how they used publicly disclosed customer metrics to value companies like Wayfair—work that even caught the attention of Wall Street.