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.
Abstract:
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.
The Academic Advisor for the School of Business and Economics, Carly (Benson) Harrington, was one of 10 new inductees into the Upper Peninsula Sports Hall of Fame. The official induction ceremony won’t be taking place until May 9, 2015 at the island Resort and Casino in Harris, Michigan, but Carly is already being hailed a local hero.