Working Papers

Product Innovations, Advertising Spending, and Stock Returns

Shuba Srinivasan, Koen Pauwels, Jorge Silva-Risso, and Dominique M. Hanssens

Jan 1, 2006

Uses large-scale econometric analysis of the automobile industry to see how customer value creation (i.e., new product introductions) and customer value communication (i.e., advertising spending) lift stock returns by improving future cash flows.

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