search query: @author Montagnes, C. P. de / total: 1
reference: 1 / 1
« previous | next »
| Author: | Montagnes, C. P. de Rad, A. T. |
| Title: | Marketing strategy and market value : An event study ana- lysis |
| Journal: | European Management Journal
1998 : VOL. 16:3, p. 366-371 |
| Index terms: | EVENT STUDIES MARKETING STRATEGY COMPANY VALUE NETHERLANDS |
| Language: | hia |
| Abstract: | Clearly, managers must take into consideration the possible effect of their marketing stretegies on the value of the firm. Charles Pahud de Montanges and Alireza Tourani Rad use event-study analysis to test the hypothesis that the stock market value of a firm can be negatively affected by bad publicity to a marketing strategy, Specifically, the authors explore the effect of the introduction, bad publicity and subsequent recall and modification of a major brand of laun- dry detergent in the Netherlands, OMO Power, on the stock price of its manufacturers, Unilever. It is concluded that the marketing strategy itself was flawed. |
« previous | next »
SCIMA