The scope of this paper is to provide a clear and comprehensive understanding of the association between marketing strategies and corporate finance and accounting by conducting a systematic literature review of the interfaces of corporate marketing strategies and finance.
We undertake a systematic literature review analysis of the marketing strategy literature in relation to accounting and financial issues and subsequently synthesize the existing findings utilizing a multi-theoretical and multi-disciplinary framework.
A systematic analysis of 116 journal articles was performed over the period 1989–2024 and indicated that the interface between marketing strategies and financial outcomes is a vibrant and growing stream of research, with important implications for researchers. The findings also pinpoint some literature trends and gaps, along with the complexity and other research challenges in the relations between various marketing strategies and financial issues.
The paper discusses several proposals for future research for all identified marketing strategies and urges researchers to promote and engage with the long-term and real options focus of marketing strategies and its intersections with accounting and finance.
This study enhances the knowledge base of marketing strategies and finance by merging multiple insights from different theoretical streams, allowing a thorough understanding of this issue and providing useful implications for researchers.
