The charm of Steve Jobs ?

• Main Authors: Kai-Chieh Chang, 張凱傑
• Other Authors: 林谷峻
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/22224721778560387535

碩士 === 淡江大學 === 會計學系碩士班 === 102 === This study explores the influences of new product announcement and the company leader''s intellectual capital on stock price.,－Through the event study method,. we analyzed the share price of Apple computer and corresponding competitors to identify whether their stock prices are influenced after the announcement of new product. The empirical result shows that the new product announcement, either by Steve Job or Tim Cook, did not have significant influence on the share price of the company and competitors. Investors are indifference in investing the company that made the announce or competitors. The charm and influence of Steve Jobs are not the key factors of investment decisions. Our study indicates that promising products with innovative technologies are the key factor that attracts investment. Product announcement event and the charm of company leadership can only be considered as a reference for investment decision. Companies should focus on the fundamental of product innovation and product robustness in order to attract investors’ attention.