Shareholder value: the enemy of good marketing
Hugh Davidson
Rather than challenge shareholder value (SHV), marketers have tried to adapt to it, with unfortunate consequences. SHV affects everything marketers do, striking to the heart of questions like:
Why are most companies run for the short term?
Why are so few truly customer focused?
Why doesn't marketing feature on most boardroom agendas?
That's why it's important for marketers to challenge SHV, and replace it with something better. SHV is bad for marketing because:
It views the shareholder as the only constituent, treating customers, employees, and communities as minor players. This reflected...