16.6 Profitability

(Grewal et al. 2008; McAlister et al. 2016)

$$\text{profitability} = \frac{\text{operating income before depreciation}}{\text{total assets}}$$

References

Grewal, Rajdeep, Anindita Chakravarty, Min Ding, and John Liechty. 2008. “Counting Chickens Before the Eggs Hatch: Associating New Product Development Portfolios with Shareholder Expectations in the Pharmaceutical Sector.” International Journal of Research in Marketing 25 (4): 261–72. https://doi.org/10.1016/j.ijresmar.2008.07.001.

McAlister, Leigh, Raji Srinivasan, Niket Jindal, and Albert A. Cannella. 2016. “Advertising Effectiveness: The Moderating Effect of Firm Strategy.” Journal of Marketing Research 53 (2): 207–24. https://doi.org/10.1509/jmr.13.0285.