Publications
Selected publications
- The complex firm financial effects of customer satisfaction improvements (Journal article - 2021)
- Consequences of Marketing Asset Accountability—A Natural Experiment (Journal article - 2024)
- The value of branding for B2B service firms—The shareholders' perspective (Journal article - 2019)
- Improving PLS-SEM use for business marketing research (Journal article - 2023)
2024
Consequences of Marketing Asset Accountability—A Natural Experiment
Guenther, P., Guenther, M., Lukas, B. A., & Homburg, C. (2024). Consequences of Marketing Asset Accountability—A Natural Experiment. Journal of Marketing, 88(5), 24-45. doi:10.1177/00222429241236142
2023
Improving PLS-SEM use for business marketing research
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. INDUSTRIAL MARKETING MANAGEMENT, 111, 127-142. doi:10.1016/j.indmarman.2023.03.010
2022
Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form
Guenther, P., & Guenther, M. (2022). Can B2B firms benefit from competitors' advertising? A dynamic business environment perspective on an emerging communication form. Industrial Marketing Management, 102, 252-265. doi:10.1016/j.indmarman.2022.01.016
2021
The complex firm financial effects of customer satisfaction improvements
Guenther, M., & Guenther, P. (2021). The complex firm financial effects of customer satisfaction improvements. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 38(3), 639-662. doi:10.1016/j.ijresmar.2020.10.003
2020
Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence
Guenther, M., & Guenther, P. (2020). Is advertising an underappreciated driver of sales growth in B2B markets? Theoretical perspectives and empirical evidence. Industrial Marketing Management, 87, 76-89. doi:10.1016/j.indmarman.2020.02.019
2019
The value of branding for B2B service firms—The shareholders' perspective
Guenther, M., & Guenther, P. (2019). The value of branding for B2B service firms—The shareholders' perspective. Industrial Marketing Management, 78, 88-101. doi:10.1016/j.indmarman.2017.11.013
An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation
Deutschmeyer, I., Guenther, P., Guenther, M., & Kleinaltenkamp, M. (2019). An Abstract: When and How do Chief Marketing Officers Drive Firm Performance? CMO Characteristics, Managerial Marketing Capability, and Firm Value Creation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 151-152). Springer International Publishing. doi:10.1007/978-3-030-02568-7_45
2018
Isolating the value-relevant part of advertising spending
Guenther, P., & Guenther, M. (2018). Isolating the value-relevant part of advertising spending. European Journal of Marketing, 52(7/8), 1625-1650. doi:10.1108/ejm-02-2017-0114
2016
It’s the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance
Guenther, M., Guenther, P., Bell, S. J., & Robins, G. L. (2016). It’s the Strength of the Ties: How Multiplex Social Networks Among Frontline Employees Drive Service Performance. In Unknown Conference (pp. 149-155). Springer International Publishing. doi:10.1007/978-3-319-24184-5_36