haku: @journal_id 571 / yhteensä: 1184
viite: 511 / 1184
| Tekijä: | Montagnes, C. P. de Rad, A. T. |
| Otsikko: | Marketing strategy and market value : An event study ana- lysis |
| Lehti: | European Management Journal
1998 : VOL. 16:3, p. 366-371 |
| Asiasana: | EVENT STUDIES MARKETING STRATEGY COMPANY VALUE NETHERLANDS |
| Kieli: | hia |
| Tiivistelmä: | 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. |
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