Liam Fahey

Bio: Liam Fahey is an academic researcher from Cranfield University. The author has contributed to research in topics: Marketing strategy & Marketing management. The author has an hindex of 11, co-authored 16 publications receiving 3381 citations.

Market-Based Assets and Shareholder Value: A Framework for Analysis

Abstract: The authors develop a conceptual framework of the marketing–finance interface and discuss its implications for the theory and practice of marketing. The framework proposes that marketing is concern...

Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

Abstract: The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core b...

Learning from the future : competitive foresight scenarios

Abstract: Partial table of contents: INTRODUCTION TO SCENARIO LEARNING. Integrating Strategy and Scenarios (L. Fahey & R. Randall). Using Scenarios to Identify, Analyze, and Manage Uncertainty (B. Marsh). BASIC APPROACHES TO CONSTRUCTING SCENARIOS. Scenario Planning: Mapping the Paths to the Desired Future (D. Mason). Testing Your Strategies in Scenarios (C. Perrottet). Scenarios for Global Investment Strategy for the New Century (P. Schwartz & J. Ogilvy). SCENARIO APPLICATION IN DIVERSE CONTEXTS. Competitor Scenarios: Projecting a Rival's Marketplace Strategy (L. Fahey). MANAGING THE ORGANIZATIONAL CONTEXT FOR SCENARIO LEARNING. Articulating the Business Idea: The Key to Relevant Scenarios (K. van der Heijden). The Cross-Scenario Planning Process (D. Randall & R. Wilson). Notes. About the Author. Index.

Driving Shareholder Value: The Role of Marketing in Reducing Vulnerability and Volatility of Cash Flows

Abstract: Marketing professionals have historically found it difficultto measure and communicate to other disciplines and to top managementthe value created by marketing activities All too often, justificationof marketing and communication initiatives is restricted to theirimpact on revenue generation But, marketers do create valuein other ways Marketing actions do lead to an acceleration ofthe market's acceptance of new products, to enhanced customerretention/loyalty, to an improvement in the size and qualityof customer bases, to price premiums and other desirable payoffsSuch financial outcomes suggest that marketing activities areoften strategic investments, not tactical, intangible expenses

The Portable MBA in strategy

Abstract: Corporate Strategy Business Unit Strategy Global Strategy Political Strategy Industry Analysis Macroenvironmental Analysis Technology Analysis Organization Analysis Developing Strategy Alternatives Evaluating Strategy Alternatives Implementing Strategy: Achieving Strategic Alignment Implementing Strategy: Reconfiguring Operational Processes Implementing Strategy: Managing Organizational Culture Managing Strategy Making.

Evolving to a New Dominant Logic for Marketing

Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

Consumer Trust, Value, and Loyalty in Relational Exchanges:

Abstract: The authors develop a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into value and loyalty in relational exchanges. The proposed framework (1) uses a multidimensional conceptualization for the trustworthiness construct; (2) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (3) specifies value as a key mediator of the trust–loyalty relationship. The authors test the proposed model using data from two service contexts—retail clothing (N = 264) and nonbusiness airline travel (N = 113). The results support a tripartite view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the authors find evidence of contingent asymmetric relationships between trustworthiness dimensions and consumer trust. For frontline employees, benevolent b...

Economics of Information

Abstract: The author systematically examines one of the important issues of information — establishing the market price. He introduces the concept of «search» — where a buyer wanting to get a better price, is forced to question sellers. The article deals with various aspects of finding the necessary information.

Review: the resource-based view and information systems research: review, extension, and suggestions for future research

Abstract: Information systems researchers have a long tradition of drawing on theories from disciplines such as economics, computer science, psychology, and general management and using them in their own research. Because of this, the information systems field has become a rich tapestry of theoretical and conceptual foundations. As new theories are brought into the field, particularly theories that have become dominant in other areas, there may be a benefit in pausing to assess their use and contribution in an IS context. The purpose of this paper is to explore and critically evaluate use of the resource-based view of the firm (RBV) by IS researchers. The paper provides a brief review of resource-based theory and then suggests extensions to make the RBV more useful for empirical IS research. First, a typology of key IS resources is presented, and these are then described using six traditional resource attributes. Second, we emphasize the particular importance of looking at both resource complementarity and moderating factors when studying IS resource effects on firm performance. Finally, we discuss three considerations that IS researchers need to address when using the RBV empirically. Eight sets of propositions are advanced to help guide future research.

Corporate Social Responsibility, Customer Satisfaction, and Market Value

Abstract: Although prior research has addressed the influence of corporate social responsibility (CSR) on perceived customer responses, it is not clear whether CSR affects market value of the firm. This study develops and tests a conceptual framework, which predicts that (1) customer satisfaction partially mediates the relationship between CSR and firm market value (i.e., Tobin’s q and stock return), (2) corporate abilities (innovativeness capability and product quality) moderate the financial returns to CSR, and (3) these moderated relationships are mediated by customer satisfaction. Based on a large-scale secondary data set, the results show support for this framework. Notably, the authors find that in firms with low innovativeness capability, CSR actually reduces customer satisfaction levels and, through the lowered satisfaction, harms market value. The uncovered mediated and asymmetrically moderated results offer important implications for marketing theory and practice.