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Event study methodology in the marketing literature: an overview

Sorescu, Alina ; Warren, Nooshin L. ; Ertekin, Larisa

Journal of the Academy of Marketing Science, 2017-03, Vol.45 (2), p.186-207 [Periódico revisado por pares]

New York: Springer US

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Título:
Event study methodology in the marketing literature: an overview
Autor: Sorescu, Alina ; Warren, Nooshin L. ; Ertekin, Larisa
Assuntos: Alliances ; Business and Management ; Competition ; Discount rates ; Efficient markets ; Event history analysis ; Expected values ; FDA approval ; Investments ; Market entry ; Marketing ; Methodological Paper ; Methods ; Prices ; Product development ; Product recalls ; Rates of return ; Researchers ; Securities markets ; Social Sciences ; Special events ; Stock prices ; Studies
É parte de: Journal of the Academy of Marketing Science, 2017-03, Vol.45 (2), p.186-207
Descrição: Event studies examine stock price movements around corporate events. These events can be voluntary firm announcements (e.g., new product introduction, alliance formation, channel restructuring) or announcements made by other entities such as regulatory bodies (e.g., FDA approval) or competitors (e.g., new market entry). The event study methodology was developed by finance researchers but has been widely adopted in other fields, including marketing. We review the manner in which event studies have been used in the marketing literature and summarize the current state of knowledge about the design and interpretation of event studies. We provide guidelines for researchers who use this methodology and for readers who draw inferences from results obtained from event studies, and we highlight a few areas where the methodology can be leveraged to help us better understand the financial value of marketing actions.
Editor: New York: Springer US
Idioma: Inglês

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Event study methodology in the marketing literature: an overview

Sorescu, Alina ; Warren, Nooshin L. ; Ertekin, Larisa

New York: Springer US

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