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Managing Underwriters and the Marketing of Seasoned Equity Offerings

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  • Huang, Rongbing
  • Zhang, Donghang

Abstract

Using a sample of 2,281 seasoned equity offerings (SEOs) from 1995 to 2004, we show that the marketing of securities is important to issuers. The number of managing underwriters for an SEO is negatively related to the offer price discount, especially when the relative offer size is large and the stock return volatility is high. Larger investor networks of comanaging underwriters also lower offer price discounts. We argue that the evidence is supportive of the marketing hypothesis: The underwriters’ marketing efforts can lower the offer price discount by shifting up and flattening the demand curve of an SEO.

Suggested Citation

  • Huang, Rongbing & Zhang, Donghang, 2011. "Managing Underwriters and the Marketing of Seasoned Equity Offerings," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 46(01), pages 141-170, March.
  • Handle: RePEc:cup:jfinqa:v:46:y:2011:i:01:p:141-170_00
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    Cited by:

    1. Levis, Mario & Meoli, Michele & Migliorati, Katrin, 2014. "The rise of UK Seasoned Equity Offerings (SEOs) fees during the financial crisis: The role of institutional shareholders and underwriters," Journal of Banking & Finance, Elsevier, vol. 48(C), pages 13-28.
    2. Niehaus, Greg & Zhang, Donghang, 2010. "The impact of sell-side analyst research coverage on an affiliated broker's market share of trading volume," Journal of Banking & Finance, Elsevier, vol. 34(4), pages 776-787, April.
    3. Vincent J. Intintoli & Shrikant P. Jategaonkar & Kathleen M. Kahle, 2014. "The Effect of Demand for Shares on the Timing and Underpricing of Seasoned Equity Offers," Financial Management, Financial Management Association International, vol. 43(1), pages 61-86, March.
    4. He, Peng William & Jarnecic, Elvis & Liu, Yubo, 2016. "Equity issues and the impact of lead manager affiliation on broker market share and trading volume," Pacific-Basin Finance Journal, Elsevier, vol. 38(C), pages 17-33.
    5. Gunay, Erdal & Ursel, Nancy, 2015. "Underwriter competition in accelerated seasoned equity offerings: Evidence from Canada," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 34(C), pages 94-110.
    6. Seth Armitage & Dionysia Dionysiou & Angelica Gonzalez, 2014. "Are the Discounts in Seasoned Equity Offers Due to Inelastic Demand?," Journal of Business Finance & Accounting, Wiley Blackwell, vol. 41(5-6), pages 743-772, June.
    7. repec:eee:corfin:v:45:y:2017:i:c:p:496-521 is not listed on IDEAS
    8. Rongbing Huang & James G. Tompkins, 2010. "Corporate governance and investor reactions to seasoned equity offerings," Managerial Finance, Emerald Group Publishing, vol. 36(7), pages 603-628, June.
    9. repec:oup:rcorpf:v:5:y:2016:i:2:p:200-238. is not listed on IDEAS
    10. Bradley, Daniel & Yuan, Xiaojing, 2013. "Information spillovers around seasoned equity offerings," Journal of Corporate Finance, Elsevier, vol. 21(C), pages 106-118.
    11. Fodor, Andy & Gokkaya, Sinan, 2014. "Option implied volatilities and the cost of issuing equity," Journal of Banking & Finance, Elsevier, vol. 47(C), pages 88-101.
    12. Neupane, Suman & Thapa, Chandra, 2013. "Underwriter reputation and the underwriter–investor relationship in IPO markets," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 24(C), pages 105-126.
    13. Boeh, Kevin K. & Dunbar, Craig, 2016. "Underwriter deal pipeline and the pricing of IPOs," Journal of Financial Economics, Elsevier, vol. 120(2), pages 383-399.
    14. Fernando, Chitru S. & Gatchev, Vladimir A. & May, Anthony D. & Megginson, William L., 2015. "Prestige without purpose? Reputation, differentiation, and pricing in U.S. equity underwriting," Journal of Corporate Finance, Elsevier, vol. 32(C), pages 41-63.
    15. Green, T. Clifton & Jame, Russell & Markov, Stanimir & Subasi, Musa, 2014. "Broker-hosted investor conferences," Journal of Accounting and Economics, Elsevier, vol. 58(1), pages 142-166.
    16. He, Yan & Wang, Junbo & John Wei, K.C., 2014. "A comprehensive study of liquidity before and after SEOs and SEO underpricing," Journal of Financial Markets, Elsevier, vol. 20(C), pages 61-78.
    17. Gao, Xiaohui & Ritter, Jay R., 2010. "The marketing of seasoned equity offerings," Journal of Financial Economics, Elsevier, vol. 97(1), pages 33-52, July.

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