Dynamic relationships among R&D, advertising, inventory and firm performance

Shrihari Sridhar, Sriram Narayanan, Raji Srinivasan

Journal of the Academy of Marketing Science · 2014 · Volume 42 · Issue 3

Abstract

Firms’ spending on R&D, advertising, and inventory holding affect firm performance, which in turn affects future spending in each of these three areas. Effective allocation of resources across R&D, advertising, and inventory holding is challenging since an understanding of their dynamic inter-relationships is necessary. Past research has not examined these spending issues simultaneously. We estimate inter-relationships among the effects of firms’ R&D spending, advertising spending, and inventory holding on sales and firm value (as measured by its Tobin’s Q) using a vector auto regression model of a panel of publicly listed U.S. high technology manufacturing firms. Insights from the computation of long-term effects indicate that advertising spending and inventory holding increase sales, while R&D spending does not, and advertising and R&D spending increase firm value, while inventory holding does not. In addition, firm spending in all three functions is positively affected by sales but negatively by firm value. We discuss the implications of the study for marketing literature and managerial practice.

Keywords

R&D, Advertising, Inventory holding, Sales, Firm value, Vector auto regression models

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