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Marketing strategy and market value:: An event-study analysis

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  • Pahud de Mortanges, Charles
  • Tourani Rad, Alireza

Abstract

Clearly, managers must take into consideration the possible effect of their marketing strategies on the value of the firm. Charles Pahud de Mortanges 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 related 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 laundry 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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Bibliographic Info

Article provided by Elsevier in its journal European Management Journal.

Volume (Year): 16 (1998)
Issue (Month): 3 (June)
Pages: 365-371

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Handle: RePEc:eee:eurman:v:16:y:1998:i:3:p:365-371

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