WEB APPENDIX The Chief Marketing Officer Matters!
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1 WEB APPENDIX The Chief Marketing Officer Matters! Frank Germann Peter Ebbes Rajdeep Grewal 1
2 Table WA1 Nath and Mahajan s (2008) sample compared to our first sample by principal two-digit SIC code Two-Digit SIC Firms in our 1st Firms in Nath and Code Industry Sample Mahajan's Sample Δ 25 Furniture and Fixtures Paper and Allied Products Chemicals and Allied Products Rubber and Miscellanous Products Primary Metal Industries Fabricated Metal Products Industrial Machinery and Equipment Electrical and Electronic Equipment Instruments and Related Products Business Services SUM Table WA2 Additional Sample Firms beyond Nath and Mahajan (2008) by principal two-digit SIC code Two-Digit SIC Additional Firms in Industry Code our 2nd and 4th sample Sample Firms 20 Food and Kindred Products 7 General Mills Inc 21 Tobacco Products 2 Altria Group Inc 31 Leather and Leather Products 1 Sketchers USA Inc 37 Transportation Equipment 8 Ford Motor Co 39 Miscellaneous Manufacturing Industries 4 Mattel Inc 48 Communications 2 AT&T Corp 51 Wholesale Trade Non-Durable Goods 1 Andersons Inc 54 Food Stores 1 Harris Teeter Supermarkets 58 Eating and Drinking Places 2 Yum Brands 59 Miscellaneous Retail 2 Amazon.com Inc 62 Security and Commodity Brokers 1 Interactive Data Corp 67 Holding and Other Investment Offices 1 Marvel Entertainment Inc SUM 32 2
3 Table WA3 Firms included in Sample #1 and #3 (n = 123) ACTIVISION INC ADVANCED MICRO DEVICES TRANE INC ANALOG DEVICES APPLE INC AUTODESK INC AVON PRODUCTS BANDAG INC BAUSCH & LOMB HLDGS BLACK & DECKER CORP BLOUNT INTL INC BRIGGS & STRATTON BRISTOL-MYERS SQUIBB CO BRUNSWICK CORP UNISYS CORP ACXIOM CORP CHIRON CORP CLOROX CO COLGATE-PALMOLIVE CO COOPER TIRE & RUBBER CO DIEBOLD INC EASTMAN KODAK CO GENENTECH INC GILLETTE CO GOODYEAR TIRE & RUBBER CO HEWLETT-PACKARD CO INTEL CORP INTER-TEL INC INTL BUSINESS MACHINES CORP INVACARE CORP IOMEGA CORP JLG INDUSTRIES INC JOHNSON & JOHNSON KIMBERLY-CLARK CORP LAMSON & SESSIONS CO MAYTAG CORP MENTOR CORP MICROS SYSTEMS INC MICRON TECHNOLOGY INC 3M CO NL INDUSTRIES NEWELL RUBBERMAID INC NORDSON CORP NACCO INDUSTRIES PPG INDUSTRIES INC PFIZER INC PLANTRONICS INC PROCTER & GAMBLE CO QUANTUM CORP REEBOK INTERNATIONAL LTD SHERWIN-WILLIAMS CO STORAGE TECHNOLOGY CP PULSE ELECTRONICS CORP TEKTRONIX INC TEXAS INSTRUMENTS INC THOMAS & BETTS CORP TYCO INTERNATIONAL LTD VEECO INSTRUMENTS INC WESTERN DIGITAL CORP WHIRLPOOL CORP NOVELL INC SUN MICROSYSTEMS INC MICROSOFT CORP ORACLE CORP TEKELEC ADOBE SYSTEMS INC VALHI INC SILICON GRAPHICS INC WELLMAN INC JOHNSON OUTDOORS INC MESTEK INC RESPIRONICS INC DELL INC AMERICAN POWER CONVERSION CP NOVELLUS SYSTEMS INC GENLYTE GROUP INC SYMANTEC CORP CIRRUS LOGIC INC ELECTRONIC ARTS INC SCOTTS MIRACLE-GRO CO TRIMBLE NAVIGATION LTD ZEBRA TECHNOLOGIES CP STERIS CORP LITTELFUSE INC MCAFEE INC INTUIT INC MACROMEDIA INC VALEANT PHARMACEUTICALS INTL BUSINESS OBJECTS SA NATIONAL INSTRUMENTS CORP SANDISK CORP JACUZZI BRANDS INC LEXMARK INTL INC LAUDER (ESTEE) COS INC CITRIX SYSTEMS INC REVLON INC YAHOO INC POLYCOM INC TUPPERWARE BRANDS CORP AFFYMETRIX INC IMATION CORP SIEBEL SYSTEMS INC CUNO INC ADVANCED DIGITAL INFO CORP SABRE HOLDINGS CORP AVOCENT CORP TAKE-TWO INTERACTIVE SFTWR RF MICRO DEVICES INC COMMSCOPE INC SPECTRUM BRANDS HOLDINGS INC DOUBLECLICK INC LOGITECH INTERNATIONAL SA KING PHARMACEUTICALS INC EBAY INC SELECT COMFORT CORP EXTREME NETWORKS INC TIBCO SOFTWARE INC LENNOX INTERNATIONAL INC MOVE INC FOUNDRY NETWORKS INC WATER PIK TECHNOLOGIES INC PALM INC SHIRE PLC 3
4 Table WA4 Additional firms included in Samples #2 & #4 (n = 155) besides those firms listed in Table WA3 BEAM INC AT&T CORP ANDERSONS INC K2 INC FEDERAL-MOGUL CORP INTERACTIVE DATA CORP FLEETWOOD ENTERPRISES INC FORD MOTOR CO GENERAL MILLS INC GENERAL MOTORS CO GENTEX CORP HASBRO INC HERSHEY CO HORMEL FOODS CORP KELLOGG CO MATTEL INC ALTRIA GROUP INC HARRIS TEETER SUPERMARKETS OSHKOSH CORP ARCTIC CAT INC DEL MONTE FOODS CO CALLAWAY GOLF CO STARBUCKS CORP MONACO COACH CORP RALCORP HOLDINGS INC MARVEL ENTERTAINMENT INC SYSTEMAX INC IDT CORP AMAZON.COM INC YUM BRANDS INC REYNOLDS AMERICAN INC SKECHERS U S A INC 4
5 Table WA5 (Sample #1) Full Model Results Dependent Variable: Tobin s q Independent Variables Model 1 Model 2 Model 3 Model 4 Model 5 Model 6 Model 7 Model 8 Model 9 Between- Random- Fixed-Effects OLS with RE - Control Hausman- Blundell OLS 2SLSRE Effects (BE) Effects (RE) (FE) lagged DV Function Taylor and Bond Constant * ** -.633* (.233) (.353) (.327) (.850) (.335) (.353) (.467) (.304) Innovation 5.302*** 8.344*** *** 4.745*** * (.677) (1.273) (.806) (1.038) (.654) (.828) (1.032) (.882) (1.334) Differentiation 9.323*** *** 6.159** *** 5.961*** 5.240** (2.615) (3.985) (1.519) (2.275) (2.328) (2.908) (3.192) Corporate branding omitted (.123) (.192) (.201) (.118) (.208) ('.214) (.354) (.175) Diversification -.256** * (.129) (.228) (.164) (.218) (.124) (.167) (.177) (.185) (.186) Outsider CEO (.133) (.224) (.177) (.248) (.128) (.180) (.186) (.207) (.144) Market concentration.0006* **.006***.0006*.0009* *** (.0003) (.0006) (.0005) (.002) (.0003) (.0006) (.0006) (.0008) (.0004) Firm size.090** ***.095** *.051 (.046) (.076) (.069) (.231) (.044) (.071) (.073) (.108) (.069) CEO tenure.002** **.002**.002***.002**.002*.002**.002** (.0007) (.001) (.0009) (.001) (.0007) (.0009) (.001) (.001) (.001) COO presence.274**.494* * (.130) (.278) (.132) (.142) (.125) (.134) (.142) (.130) (.132) Prior performance.091***.183* (.012) (.010) Profitability (ROA) 3.675*** 6.339*** 2.218*** 1.218*** 3.323*** 2.104*** 2.001*** 1.643***.770 (.396) (.941) (.368) (.377) (.383) (.377) (.398) (.349) (.810) Sales growth 1.880*** 2.937*** 1.528*** 1.440*** 1.242*** 1.399*** 1.401*** 1.406***.357 (.223) (.677) (.191) (.192) (.231) (.204) (.207) (.179) (.614) CMO Presence **.825** *** (.126) (.247) (.134) (.146) (.121) (.317) (.375) (.139) (.298) Year Fixed Effects Included Not Included Included Included Included Included Included Included Included *** = p<.01; ** = p<.05; * = p<.10 5
6 Table WA6 (Sample #2) Full Model Results Dependent Variable: Tobin s q Independent Variables Model 1 Model 2 Model 3 Model 4 Model 5 Model 6 Model 7 Model 8 Model 9 Between- Random- Fixed-Effects OLS with RE - Control Hausman- Blundell OLS 2SLSRE Effects (BE) Effects (RE) (FE) lagged DV Function Taylor and Bond Constant ***.378** * (.180) (.269) (.237) (.558) (.172) (.253) (.293) (.331) (.277) Innovation 5.350*** 7.786*** *** 4.694*** * (.624) (1.212) (.752) (.960) (.599) (.769) (.985) (.816) (1.300) Differentiation 8.589*** 9.951*** 4.377** *** 4.302** 3.938* * (1.395) (2.421) (1.934) (2.985) (1.337) (1.970) (2.113) (2.308) (2.467) Corporate branding omitted (.108) (.177) (.182) (.103) (.189) (.199) (.293) (.164) Diversification -.296*** * ** (.109) (.198) (.139) (.181) (.104) (.142) (.154) (.153) (.147) Outsider CEO -.209* (.117) (.207) (.151) (.202) (.111) (.153) (.164) (.167) (.117) Market concentration (.0001) (.0002) (.0002) (.0009) (.0001) (.0002) (.0002) (.0003) (.0002) Firm size.088**.135** ***.089** *.03 (.037) (.063) (.058) (.189) (.035) (.059) (.065) (.084) (.054) CEO tenure.002*** ***.003**.002***.002***.002**.003***.002** (.0006) (.001) (.001) (.001) (.001) (.001) (.001) (.001) (.001) COO presence (.112) (.252) (.110) (.116) (.107) (.111) (.120) (.107) (.110) Prior performance.105***.180* (.012) (.106) Profitability (ROA) 3.399*** 5.197*** 2.192*** 1.465*** 3.014*** 2.084*** 1.860*** 1.816*** (.355) (.852) (.324) (.334) (.340) (.332) (.358) (.310) (.968) Sales growth 1.840*** 3.392*** 1.337*** 1.173*** 1.157*** 1.247*** 1.337*** 1.200***.393 (.201) (.638) (.166) (.166) (.206) (.173) (.186) (.156) (.571) CMO Presence.272** ***.233*.182*.812*** 1.020***.270**.600* (.108) (.218) (.114) (.125) (.103) (.280) (.353) (.120) (.329) Year Fixed Effects Included Not Included Included Included Included Included Included Included Included *** = p<.01; ** = p<.05; * = p<.10 6
7 Table WA7 (Sample #3) Full Model Results Dependent Variable: Tobin s q Independent Variables Model 1 Model 2 Model 3 Model 4 Model 5 Model 6 Model 7 Model 8 Model 9 Between- Random- Fixed-Effects OLS with RE - Control Hausman- Blundell OLS 2SLSRE Effects (BE) Effects (RE) (FE) lagged DV Function Taylor and Bond Constant -.626*** ** *** -.550** -.488** (.174) (.244) (.214) (.295) (.164) (.227) (.238) (.280) (.176) Innovation 4.211*** 6.723*** 1.443*** *** 1.158** 1.092** (.363) (.969) (.469) (.576) (.345) (.486) (.545) (.516) (.661) Differentiation 6.867*** 7.214*** 6.950*** 9.003*** 5.669*** 6.846*** 5.880*** 7.859*** (.901) (1.994) (1.453) (2.307) (.854) (1.514) (1.533) (1.847) (1.944) Corporate branding * omitted (.072) (.144) (.137) (.068) (.146) (.148) (.238) (.119) Diversification -.177** * ** (.074) (.177) (.090) (.103) (.069) (.093) (.098) (.096) (.111) Outsider CEO (.076) (.179) (.094) (.108) (.072) (.097) (.100) (.100) (.087) Market concentration.000* ***.001***.000**.000**.001**.001***.000 (.000) (.000) (.000) (.000) (.000) (.000) (.000) (.000) (.000) Firm size * -.593***.041* -.102** ***.026 (.026) (.056) (.044) (.090) (.024) (.046) (.047) (.062) (.036) CEO tenure.002*** ***.002***.002***.002***.001**.002***.001** (.000) (.001) (.000) (.001) (.000) (.000) (.001) (.000) (.001) COO presence.148* ***.216***.138*.239***.227***.226*** (.076) (.238) (.076) (.078) (.072) (.078) (.080) (.075) (.077) Prior performance.121***.433*** (.010) (.077) Profitability (ROA) 2.891*** 5.304*** 1.820*** 1.244*** 2.557*** 1.777*** 1.813*** 1.486***.978* (.237) (.857) (.229) (.233) (.225) (.233) (.235) (.225) (.557) Sales growth 1.534*** 2.375*** 1.357*** 1.309***.892*** 1.273*** 1.230*** 1.306*** (.152) (.739) (.135) (.133) (.152) (.140) (.141) (.130) (.483) CMO Presence.212*** ***.183**.140**.752***.568**.208***.481*** (.073) (.207) (.077) (.080) (.069) (.214) (.247) (.079) (.148) Year Fixed Effects Included Not Included Included Included Included Included Included Included Included *** = p<.01; ** = p<.05; * = p<.10 7
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