Effects of advertising and R&D on spillovers from a rival’s bankruptcy
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Springer
2023
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| Online Access: | https://link.springer.com/article/10.1007/s11747-023-00931-9 https://dlib.phenikaa-uni.edu.vn/handle/PNK/7874 |
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oai:localhost:PNK-78742023-04-13T03:02:13Z Effects of advertising and R&D on spillovers from a rival’s bankruptcy Niket, Jindal Rebecca J., Slotegraaf advertising and R&D on spillovers rival’s bankruptcy CC BY 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. 2023-04-13T03:02:13Z 2023-04-13T03:02:13Z 2023 Book https://link.springer.com/article/10.1007/s11747-023-00931-9 https://dlib.phenikaa-uni.edu.vn/handle/PNK/7874 en application/pdf Springer |
| institution |
Digital Phenikaa |
| collection |
Digital Phenikaa |
| language |
English |
| topic |
advertising and R&D on spillovers rival’s bankruptcy |
| spellingShingle |
advertising and R&D on spillovers rival’s bankruptcy Niket, Jindal Rebecca J., Slotegraaf Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| description |
CC BY |
| format |
Book |
| author |
Niket, Jindal Rebecca J., Slotegraaf |
| author_facet |
Niket, Jindal Rebecca J., Slotegraaf |
| author_sort |
Niket, Jindal |
| title |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| title_short |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| title_full |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| title_fullStr |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| title_full_unstemmed |
Effects of advertising and R&D on spillovers from a rival’s bankruptcy |
| title_sort |
effects of advertising and r&d on spillovers from a rival’s bankruptcy |
| publisher |
Springer |
| publishDate |
2023 |
| url |
https://link.springer.com/article/10.1007/s11747-023-00931-9 https://dlib.phenikaa-uni.edu.vn/handle/PNK/7874 |
| _version_ |
1763090280525856768 |
| score |
8.881002 |