Influential Chief Marketing Officers and Management Revenue Forecasts
The Accounting Review · 2018 · Volume 93 · Issue 4
Abstract
We examine the role of the chief marketing officer (CMO) in corporate voluntary disclosure of future revenues. Using a sample of S&P 1500 firms for the period from 2003 to 2011, we find that the presence of an influential CMO in top management is positively associated with the likelihood of a firm issuing a management revenue forecast. We also find that firms with an influential CMO provide more accurate revenue forecasts than other firms. These findings extend to long-window change analyses and are robust to the use of a propensity score matched-pair approach. Overall, the results are consistent with the notion that CMO influence in top management appears to play an important role in voluntary revenue disclosures. JEL Classifications:M12; M31; M41. Data Availability:All data are publicly available from sources identified in the paper.
Keywords
revenue guidance, voluntary disclosure, management revenue forecasts, chief marketing officers, informational role of marketing officers
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