Driving firm value: Strategic marketing insights Malaysian listed firms

Abstract

This study uses data from 29 sample firms in Bursa Malaysia from 2017 to 2022. Marketing can increase their firm value by helping the firms increase sales volume and market share and enhance their profitability. Therefore, the main objective of this study is to examine the impact of marketing strategies on the firm value. All marketing strategy expense data was collected from the annual report, while the remaining variables, such as firm value, size, profitability, growth, and debt structure, were also collected from the Eikon database. The result shows that marketing strategies negatively affected the firm’s value. Implementing excessive marketing strategies has the potential to raise concerns among investors over the long-term sustainability of firms, which could ultimately lead to a decline in firm value. This is especially true when marketing initiatives prioritize immediate profits at the expense of long-term growth and resilience. It is recommended that future studies employ a comprehensive analysis to better assess the effectiveness of firms' marketing efforts. In this scenario, it is recommended that future researchers broaden their analysis to encompass other dimensions of marketing strategies rather than solely concentrating on marketing expenditure proxy in order to assess the efficacy of a firm's marketing strategy in relation to firm value.