Assessing the Importance of Brand Equity in Health Services Marketing Through the Impact of Acquired Goodwill on Stockholder Returns, Richard A. Heiens, Robert T. Leach, Leanne C. McGrath
Faculty Publications

An Exploratory Examination of the Relationship between Investment Levels in Intangible Market-Based Assets and Liquidation for Financially Distressed Firms, Paul D. Newsom, Robert T. Leach, Richard A. Heiens
Faculty Publications

The Impact of Research Intensity on Holding Period Returns for Pharmaceutical Investments: An Analysis by Primary Line of Trade, Leanne C. McGrath, Richard A. Heiens, Robert T. Leach
Faculty Publications

The Impact of Intangible Assets and Expenditures on Holding Period Returns in the Pharmaceutical Industry, Richard A. Heiens, Leanne C. McGrath, Robert T. Leach
Faculty Publications

The Contribution of Intangible Assets and Expenditures to Shareholder Value, Richard A. Heiens, Robert T. Leach, Leanne C. McGrath
Faculty Publications

Examining the Effects of Strategic Marketing Initiative and First-Mover Efforts on Market Share Performance, Richard A. Heiens, Larry P. Pleshko, Robert T. Leach
Faculty Publications