New Products, Sales Promotions, and Firm Value: the Case of the Automobile Industry

  title={New Products, Sales Promotions, and Firm Value: the Case of the Automobile Industry},
  author={Koen H. Pauwels and Jorge Silva-Risso and Shuba Srinivasan and Dominique M. Hanssens},
Year after year, managers strive to improve financial performance and firm value through marketing actions such as new product introductions and promotional incentives. This study investigates the shortand long-term impact of such marketing actions on financial metrics, including top-line, bottom-line, and stock market performance. The authors apply multivariate time-series models to the automobile industry, in which both new product introductions and promotional incentives are considered… CONTINUE READING
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