Ryder Rides : the synergy between accounting and marketing /
The synergy between accounting and marketing is often overlooked despite the implications in strategic decision-making (Roslender & Hart 2006) and cross-functional operations (Cravens & Guilding 1999). Marketing students are rarely exposed to the accounting information they need to be effect...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
NeilsonJournals Publishing,
2020.
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| Series: | SAGE Business. Cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | The synergy between accounting and marketing is often overlooked despite the implications in strategic decision-making (Roslender & Hart 2006) and cross-functional operations (Cravens & Guilding 1999). Marketing students are rarely exposed to the accounting information they need to be effective decision-makers. Accounting information is typically not included in comprehensive marketing case studies. Yet, management accountants provide financial information and analysis such as product line and individual product profitability, product and customer costs and brand valuations to marketing professionals that is crucial effective decision-making. This case exposes accounting and/or marketing students to the interdependencies of accounting and marketing and provides an opportunity to analyze and evaluate internal financial reports for Ryder Rides® (R2), a company that assembles and sells professional and recreational bicycles. R2 experienced a significant decrease in operating income year-over-year despite selling the same number of bicycles. Students are required to analyze the impact of a sales mix shift, manufacturing variances and changes in marketing expenditures on the company's operating income and generate recommendations to improve R2's financial performance. |
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| Item Description: | Originally Published InRankin, R., Wimsatt, A. M., & Henderson, C. (2020). Ryder Rides: The Synergy Between Accounting and Marketing. Journal of International Business Education, 15(1), 309-316. JIBE15-0CS1. |
| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529793017 1529793017 |