 |
How I Wrote ThisAuthor: Brett Gordon and Karen Winterich
"Publish or perish its a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of How I Wrote This, marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be. Language: en Genres: Science, Social Sciences Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
Listen Now...
Ep. 24 - Customer Based Corporate Valuation with Dan McCarthy and Peter Fader
Sunday, 14 December, 2025
To figure out how much a company is worth, start with its customers. This episode explores customer-based corporate valuation and how individual buying behavior ultimately drives firm value. Join JMR Co-Editor Brett Gordon as he speaks with Dan McCarthy (University of Maryland) and Peter Fader (University of Pennsylvania) about their paper, “Customer-Based Corporate Valuation for Publicly Traded Noncontractual Firms,” and how they used publicly disclosed customer metrics to value companies like Wayfair—work that even caught the attention of Wall Street.
