HON499_Fall2025_Moon Library Instruction_Harris: Eric

Library Catalog search: decision-making AND ROI: Return on Investment

Differences in decision-making criteria towards the return on marketing investment: A project business perspective
SummaryAssessing the value of marketing to a business remains a thorny issue in theory and practice. Decision-making at the finance-marketing interface is under-researched, particularly for project businesses. Confronted by demands of accountability concerning the allocation of resources to meet competitive pressures, the paper examines the quality and extent of dialogue in investment decision-making. The return on investment (ROI) and marketing-specific investment (ROMI) are important factors at the marketing-finance interface. ROMI/ROI is examined from quantitative and qualitative viewpoints.

The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value.
This paper analyzes the effects of forward-looking metrics on employee decision-making. We use data from a bank that started providing branch managers with the customer lifetime value (CLV)--an estimate of the future value of the customer relationship--of mortgage applicants. The data allow us to gauge the effects of enriching the employees' information set in an environment where explicit incentives and decision rights remained unchanged.