Browsing by Author "Erasmus, Pierre"

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    A marketing perspective on the impact of financial and non-financial measures on shareholder value
    (University of Pretoria, 2013) Terblanche, Nic S.; Gerber, Charlene; Erasmus, Pierre; Schmidt, Delia
    The pressure for financial accountability contributed to widespread concern about the function of marketing within the company. Consequently, marketers have become preoccupied with measuring the performance of marketing activity. Diverse financial and non-financial methods have been developed to provide evidence of how marketing activity impacts on the bottom line. This article proposes an approach whereby financial and non-financial performance measures are combined to measure the contribution of marketing to sales. Secondary data from two retail brands within the same industry were analysed whereby actual accounting data were adjusted to examine the link between marketing expenditures, specifically with regard to the 4Ps (typical non-financial measures), and sales. The results of the time series regression showed that the nature of the relationship between marketing expenditures and sales is dependent largely on the product characteristics. The link between marketing and sales depicted serves as a starting point from which to build a more robust measurement tool incorporating financial and non-financial marketing performance measures that will serve to justify investment in the marketing of a brand.
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    The influence of dividend yield and dividend stability on share returns : implications for dividend policy formulation
    (AOSIS, 2013) Erasmus, Pierre
    The relevance of the dividend decision has been a contentious issue in corporate finance research, partly due to contradictory views reported in existing literature. When faced with the dividend decision, management should understand its impact on shareholder value maximisation. This paper investigates the influence of the dividend decision on share returns for a sample of firms listed on the JSE from 1990 to 2010. Firms are allocated to portfolios based on dividend yield and dividend stability, and risk-adjusted abnormal returns for these portfolios are estimated. Results indicate that share returns were influenced not only by dividend payments levels, but also by the stability of these payments over time. The nature of a firm’s dividend decision could therefore have an effect on its share return. Although these results contribute to understanding the dividend characteristics that are relevant to investors, future research should investigate different types of dividend policies in order to assess specific investor preferences.