These sources explore stock return response modeling as a method to understand how financial markets evaluate changes in a company's marketing strategy and its perceived long-term value. The authors, Mizik and Jacobson, explain how this modeling assesses whether information in marketing metrics reflects what investors believe will impact future cash flows and stock prices. They specifically examine the trade-off between a firm's emphasis on value creation (like R&D) versus value appropriation (like advertising) and its effect on stock market returns. The research indicates that while both are important, a greater emphasis on value appropriation can be favorably received by the market, though this is influenced by factors like a firm's financial performance, past strategies, and the technological landscape in which it operates.