According to Annette Tower, Assistant Professor of Marketing at Clemson University, marketing executives will likely face significant changes in their business strategy and communication approach in response to the regulatory advances in mandatory environmental, social and governance (ESG) reporting. The imperatives of ESG reporting will drive marketing executives to align their efforts with the company’s sustainability goals and demonstrate a commitment to addressing environmental and social issues.
“Measuring marketing’s impact on environmental and social issues necessitates the establishment of pertinent key performance indicators (KPIs) and understanding ESG’s influence on marketing decisions and budget allocations.”
Tower will lead the session, Opportunity Cost & Sustainability, at MASB Summer Summit, Aug. 9-10 at Marquette University in Milwaukee. The session will explore ESG-related decision-making using an opportunity cost framework, empowering executives to navigate the path of sustainable growth.
In her research, she derives managerially relevant insights based on marketing resource allocations, tactical tradeoffs, and international marketing activities. Her work has been published in the Journal of International Marketing, Journal of Business Research, AMS Review, and the Journal of Product Innovation Management. She received the inaugural Lisa Scheer Research Award for the Best Junior Faculty Fellow Research Proposal of the 2020 Marketing Strategy Consortium.
This invitation-only event is a key gathering for the marketing accountability movement. Top finance, analytics and marketing professionals join with leading academics to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from [email protected].