New Product Preannouncement Strategiesand Stock Prices
碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 94 === Abstract New product preannouncement (NPPA) plays an important role in prelaunch marketing activities of a new product introduction. Although a great deal of marketing research show that the influence of NPPAs is positive for firms, there has not been an...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2006
|
Online Access: | http://ndltd.ncl.edu.tw/handle/15432805124289170184 |
id |
ndltd-TW-094NCKU5320025 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-094NCKU53200252015-12-16T04:31:53Z http://ndltd.ncl.edu.tw/handle/15432805124289170184 New Product Preannouncement Strategiesand Stock Prices 新產品預告策略與股價之關係 Chien-Hua Kao 高建華 碩士 國立成功大學 國際企業研究所碩博士班 94 Abstract New product preannouncement (NPPA) plays an important role in prelaunch marketing activities of a new product introduction. Although a great deal of marketing research show that the influence of NPPAs is positive for firms, there has not been any financial empirical study to support the importance of NPPA. Thus, in our study, we make a start by adding NPPA strategy factors into our models to understand the role of NPPA strategies in determining the wealth effect of official new product launch announcements on shareholder values. To our knowledge, this is the first study to document the influence of NPPA strategies on stock prices. We hypothesize that the NPPAs will enhance the wealth effect of official new product launch announcement. In this paper, we collect a sample of announcements of official new product launches and new product preannouncements (NPPA) by firms from the Wall Street Journal and the LexisNexis Academic database. We use the event study methodology to measure the abnormal return in the stock market and run multiple regression models to test our hypothesis. Our results support that the wealth effect of official new product launch announcement with NPPAs is significantly greater than that without NPPAs. Earlier preannouncements, and a wider variety of cues published in the new product preannouncements, may lead to a greater wealth effect. The NPPA interval is significantly negatively related to the wealth effect in larger firms but positively in smaller firms. And the NPPA volume just significantly positively related to the wealth effect in smaller firms. Firm size plays a significant moderating role. Min-Hsien Chiang Chien-Wei Chen 江明憲 陳建維 2006 學位論文 ; thesis 41 en_US |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 94 === Abstract
New product preannouncement (NPPA) plays an important role in prelaunch marketing activities of a new product introduction. Although a great deal of marketing research show that the influence of NPPAs is positive for firms, there has not been any financial empirical study to support the importance of NPPA. Thus, in our study, we make a start by adding NPPA strategy factors into our models to understand the role of NPPA strategies in determining the wealth effect of official new product launch announcements on shareholder values. To our knowledge, this is the first study to document the influence of NPPA strategies on stock prices.
We hypothesize that the NPPAs will enhance the wealth effect of official new product launch announcement.
In this paper, we collect a sample of announcements of official new product launches and new product preannouncements (NPPA) by firms from the Wall Street Journal and the LexisNexis Academic database. We use the event study methodology to measure the abnormal return in the stock market and run multiple regression models to test our hypothesis.
Our results support that the wealth effect of official new product launch announcement with NPPAs is significantly greater than that without NPPAs. Earlier preannouncements, and a wider variety of cues published in the new product preannouncements, may lead to a greater wealth effect. The NPPA interval is significantly negatively related to the wealth effect in larger firms but positively in smaller firms. And the NPPA volume just significantly positively related to the wealth effect in smaller firms. Firm size plays a significant moderating role.
|
author2 |
Min-Hsien Chiang |
author_facet |
Min-Hsien Chiang Chien-Hua Kao 高建華 |
author |
Chien-Hua Kao 高建華 |
spellingShingle |
Chien-Hua Kao 高建華 New Product Preannouncement Strategiesand Stock Prices |
author_sort |
Chien-Hua Kao |
title |
New Product Preannouncement Strategiesand Stock Prices |
title_short |
New Product Preannouncement Strategiesand Stock Prices |
title_full |
New Product Preannouncement Strategiesand Stock Prices |
title_fullStr |
New Product Preannouncement Strategiesand Stock Prices |
title_full_unstemmed |
New Product Preannouncement Strategiesand Stock Prices |
title_sort |
new product preannouncement strategiesand stock prices |
publishDate |
2006 |
url |
http://ndltd.ncl.edu.tw/handle/15432805124289170184 |
work_keys_str_mv |
AT chienhuakao newproductpreannouncementstrategiesandstockprices AT gāojiànhuá newproductpreannouncementstrategiesandstockprices AT chienhuakao xīnchǎnpǐnyùgàocèlüèyǔgǔjiàzhīguānxì AT gāojiànhuá xīnchǎnpǐnyùgàocèlüèyǔgǔjiàzhīguānxì |
_version_ |
1718149033326804992 |