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

Charles Pahud de Mortanges and Alireza Tourani Rad
Authors registered in the RePEc Author Service: Alireza Tourani-Rad

European Management Journal, 1998, vol. 16, issue 3, 365-371

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.

Date: 1998
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