| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === Of all the technology-intensive industries, most enterprises advocate new product preannouncement (NPPA) when launching a new product. However, the research concerning NPPA in the past mainly focused on the motive for launching NPPA or the competitive response to NPPA, not on the influence of NPPA on firm valuation. Meanwhile, from the result of NPPA, it proves that not all the influence turns out to be positive. Therefore, the purpose of research aims at defining variables of NPPA timing and discussing the influence of the length of time to firm valuation under the conditions of variables’ moderate. The research, by singling 27 data about NPPA out from newspapers and magazines, finds out the followings by hierarchical regression analysis: (1) the efficiency of innovation of new product and the long timing of NPPA have positive influence on firm valuation; (2) the advanced complexity of product and the long timing of NPPA have positive influence on firm valuation; (3) the powerful development of complements product and the long timing of NPPA have positive influence on firm valuation; (4) the cannibalization of a new product and the short timing of NPPA have positive influence on firm valuation.
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