Publication of an Article in the “Journal of Business Research” (Rank 2)


Eric Casenave, a research lecturer at EM Strasbourg, discusses the theme of “The accountability paradox: How holding marketers accountable hinders alignment with short-term marketing goals” in an article co-authored with Martin Klarmann, Professor at the Karlsruhe Institute of Technology.

The authors discuss the conflicting goals that marketers are constantly faced with, such as when long-term brand goals do not match short-term revenue targets. Since accountability offers a potential instrument for resolving such conflicts of objectives, this research examines the differential effects of external versus internal accountability through two experimental studies.

Find the article on the Science Direct website or download it as a PDF.

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