The School of Business and Economics will have its third brown bag lunch research seminar from noon to 1 p.m. on April 21, in Academic Office Building (AOB) 101. Associate Professor of Accounting Robert Hutchinson will present his latest research. All interested members of the MTU community are invited.
Title: Intangible Resource Value and Tobin’s Q: Evidence from the Super Bowl.
The emergent resource-based view of competitive strategy is that companies survive in the long-run by developing unique capabilities that are firm-specific and difficult to duplicate. Brand equity represents one of the most valuable, unique, and potentially long-lasting of these resources, and the need for developing accounting measures that allow for the efficient management of such resources is increasingly recognized. This study uses a unique data set to empirically examine the impact of one of the most exclusive and coveted forms marketing activities, Super Bowl advertising, on long-term brand equity via the q ratio. This paper attempts to bridge the gap between the management accounting and marketing management literatures by providing a practical application of the q ratio and a resource-based perspective on the reporting of intangible assets.