A New Decision Framework of Multi-Attribute Online Reverse Auctions for Green Supplier Selection under Mixed Uncertainty

Lert Marin^*
*Correspondence: Lert Marin, Department of Marketing, University of Murcia, Murcia, Spain, Email:

Keywords

Marketing accounts • Financial accounting • Accounting regulation

Introduction

The analysis was conducted using linear regression. The findings indicate that conventional corporate bonds with the same risk are priced higher than climate corporate bonds in Europe. Greenium has a magnitude of about 3 bps. Greenium is determined by having an ESG rating and being in the utility and financial industries. The credit quality (as indicated by the level of credit rating), coupon size, bond tenor, market liquidity and macroeconomic variables (growth of gross domestic product and consumer price index) are the remaining factors that influence bond yields in the European corporate debt market. Our findings are contentious in relation to the local markets for corporate debt. We did not discover sustainable evidence of greenium in any of the markets we looked at, with the exception of the United Kingdom and the Netherlands. Investors, researchers, regulators and potential issuers will gain a better understanding of the green bond market as a result of the research's findings.

Literature Review

A wireless carrier's chief marketing officer may favour a customer equity strategy. An approach more analogous to the multiple inputs of a balanced scorecard might be preferable for an online retailer. In the right circumstances, any number of different asset valuation models might work. Having said that, those who employ multiple strategies should take into account how they overlap. Don't count the same asset twice, for instance, in customer equity and brand equity. Financial accounting's omission of market-based assets can be mitigated by creating comprehensive marketing accounts. We contrast marketing accounts with current accounting practices, outline current accounting practice and explain current accounting practice. Market-based assets are valued by marketing accounts, which use the matching concept of accounting to treat marketing as an investment whenever necessary. Due to their sole purpose of supporting management decision-making rather than investor decision-making, these accounts are feasible within the confines of accounting regulations on the basis of expected value. Marketing accounts are comprehensive and consistent across businesses, but not between them. Finally, their assumptions and models are recorded and approved by the chief marketing officers who in turn control them.

Discussion

Some individuals might argue that market-based assets cannot be valued and reject all valuation models. We would respond that academics and consultants alike already recognize their value. Implicit asset valuations must be developed in order to rank the outcomes of all asset-generating investments when establishing budgets. The question is not whether marketing assets can be valued, but rather whether the valuation is based on managerial intuition or the best available, albeit imperfect, analysis. To reiterate, marketers have the option of developing their own internal valuation model or utilizing a preferred academic or commercial valuation model. Our study offers a method for integrating valuations into a comprehensive view of marketing performance rather than advancing valuation methods or deciding between competing models [1].

In addition, we steer clear of discussions in external reporting regarding the voluntary disclosure of market-based assets. We would like to see more disclosure, but keep in mind that there is currently very little and even mandatory disclosures appear to be limited due to concerns about confidentiality. Improved valuation models based on the internal recording of market-based assets can only encourage voluntary disclosure in light of this limited disclosure, although this is not our primary objective. Market-based assets may be overlooked in reporting, which may be one reason for marketing's relative weakness in the boardroom, according to our hypothesis. Due to the small number of recorded assets that marketers control, marketing appears to be of little significance. Furthermore, if market-based assets are rarely recorded, accountability for their creation and utilization is difficult to attain. Major changes to external reports may take a while to arrive due to fears of misleading investors. Marketbased assets will be valued using a comprehensive set of marketing accounts, which is our suggested method. Marketing typically appears to be more profitable in the short term when investments are recorded more appropriately [2]. It stands to reason that marketers would welcome such a shift. However, not every marketer will treasure this gift. Recording market-based resources in a proper framework implies that showcasing slip-ups will be more diligently to stow away. When a customer relationship asset is recorded, the CMO is held accountable for its use. We believe that companies will be more likely to switch to external reporting if they already routinely record market-based assets in their internal marketing accounts, even though this study does not address the question of whether the FASB should include more valuations of market-based assets in financial accounting. Showcasing records ought to give a proving ground to further developed valuation [3-6].

Conclusion

Marketing accounts necessitate detailed valuation models, but they need not be found before being implemented. To get started, all you need is a ready-made accounting program and the willingness to put your marketing assumptions into writing. Codifying assumptions will make it easier for everyone to understand how marketing works and valuation flaws should get better over time. In summary, advocates of marketing accountability have paid a lot of attention to external reporting. We suggest taking a different path, which may yield better results sooner. By focusing on internal reporting, marketers, who are the only individuals who have the desire and ability to improve the situation, can attempt to drive accountability. Marketers will be held more accountable for their use and misuse of market-based assets as a result of marketing accounts' increased focus on marketing's role in value creation.

Acknowledgement

None.

Conflict of Interest

None.

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