Nexus of Marketing Management Performance and Corporate Financial Sustainable : South East Asia Evidence

Deby Santyo Rusandy¹, Marhaendra Kusuma²

Abstract

The purpose of this study is to examine the effect of marketing management performance on corporate financial sustainability and to examine the moderating role of liability pressure in this influence. Observational data of 9,345 firm-years from a sample of 3,115 companies listed on the capital markets of South East Asia. Results of the study indicate that marketing management performance has a positive effect on corporate financial sustainability and liability pressure strengthens the positive effect of marketing management performance on corporate financial sustainability. The originality of this study is in the form of empirical evidence of the effect of marketing management performance on corporate financial sustainability, the measurement of which uses profitability persistence as a reflection of managerial ability to maintain ROA performance, and the moderating role of liability pressure in the influence of both. Implication fo investors that in decision making in the form of a study of the relationship between marketing activities, profitability persistence and pressure from debt fund providers.  Implication for creditors that in assessing long-term funding cooperation through management efforts to maintain and sustain profitability performance achievements to meet the expectations of lender returns