Item Infomation
Title: |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
Authors: |
Niket, Jindal Rebecca J., Slotegraaf |
Issue Date: |
2023 |
Publisher: |
Springer |
Abstract: |
Research shows that marketing investments play a pivotal role in a firm’s own bankruptcy. However, there are even more firms that are not confronting bankruptcy themselves yet face spillovers from a rival’s bankruptcy. For such firms, it remains unknown whether their marketing investments affect these spillovers. We show that, in contrast to their generally positive effects in other contexts, advertising and R&D can either help or harm in the context of bankruptcy spillovers. The difference hinges on the industry’s growth and concentration. Advertising decreases (increases) a firm’s stock return when its rival files for bankruptcy in a low- (high-) growth industry and R&D decreases (increases) the stock return in a low- (high-) concentration industry. |
Description: |
CC BY |
URI: |
https://link.springer.com/article/10.1007/s11747-023-00931-9 https://dlib.phenikaa-uni.edu.vn/handle/PNK/7874 |
Appears in Collections |
OER - Kinh tế và Quản lý |
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