SMU Associate Professor of Marketing Kapil Tuli studies the impact of marketing strategy on a company’s share price and financial risk. His research focuses on the impact of a company’s marketing activities (advertising, product placement and search engine optimisation, for example) and marketing assets (customer satisfaction and brand quality) on its share value. He began work in this field in 2004, as a PhD student at Emory University studying how the concepts and tools used in marketing interact with the American equities market. Associate Prof Tuli studies several aspects of marketing, including brand quality, customer relationships and strategy. His research has revealed that how a marketing plan is executed has a direct impact on a listed company’s share price and financial risk.