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Produktvorankündigungen ALS Marketinginstrument: Eine Untersuchung Aus Kapitalmarktperspektive
Paperback
Series: Neue Perspektiven Der Marktorientierten Unternehmensführung
Business GeneralInvesting & FinanceMarketing
ISBN13: 9783658061258
Publisher: Springer Gabler
Published: Jun 10 2014
Pages: 176
Weight: 0.60
Height: 0.47 Width: 5.83 Depth: 8.27
Language: German
Produktvorankündigungen sind in fast allen Industrien weit verbreitet und aufgrund ihrer Bedeutung für die Unternehmenspraxis seit Jahren Gegenstand betriebswirtschaftlicher Forschung. Thomas Krüger geht der Frage nach, welche Rolle Produktvorankündigungen für den Aktienwert eines Unternehmens spielen und wie sie als Marketinginstrument eingesetzt werden können, um den Aktienwert des Unternehmens zu steigern. Er analysiert inhaltsbezogene Werttreiber, welche Unternehmen bewusst kommunizieren können, um die Wertgenerierung zu beeinflussen. Seine empirische Untersuchung basiert auf einer Studie mit Informationen über mehr als 1.400 Produkte aus fünf verschiedenen Branchen.
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