“…Thus, while sales growth should positively impact net cash flows and, in turn, shareholder value, this relationship is not tautological (Kerin et al, 1990). Following this logic, we include sales growth in our conceptualization of marketing's role in the creation of shareholder value (other studies that examine shareholder value include Blythe et al, 1986;Capron and Hulland, 1999;Kasper, 1997;Varaiya et al, 1987).…”