BFuP; Betriebswirtschaftliche Forschung und Praxis

The Marketing Consequences of Ipos

This Essay explores the link between deal structure and brand image by examining the Google IPO. By traditional metrics - lowering the cost of capital by managing the information asymmetry between the issuer and investors - the success of the Google deal is questionable. Few would call the deal elegant or efficient. But the auction structure allowed Google to do more than raise money. Google reinforced its image as an innovative, egalitarian, playful, trustworthy company.

The Role of the Media in the Launch of Internet Ipos*)

We document that there was media hype about internet stocks during the bubble. However, the media hype about internet stocks during the bubble was discounted: though the media coverage positively affected pre-IPO value revisions, it affected internet IPOs more than non-internet IPOs only after the bubble burst. Further, though the pre-IPO media coverage positively affected first-day returns only after the bubble burst, the effect on the internet IPOs was the same as the effect on the non-inte...

Ökonomische Implikationen Der Neuen Europäischen Übernahmerichtlinie

This paper examines the economic implications of the 2004 new European Union assumption guideline.

The Marketing Role of Ipos: Evidence From Web Traffic*)

This paper explores the potential marketing benefits of going public and of IPO underpricing. We identify an empirical setting which allows us to examine the impact of IPO underpricing on a direct and timely measure of the issuing firms' product market demand: visitors to Internet companies' websites. If underpricing attracts media attention and creates valuable publicity, we expect an increase in web traffic following the IPO. Consistent with this hypothesis, we find that web traffic growth ...

Der Vorbörsliche Handel Mit Ipos

This study examines the trade in the free market with IPOs in Germany. We describe the function mode of the market and examine the information content of the prices of the trade in the free market.

Buchbesprechung

Claudia Rothe: Bewertung von Unternehmensansiedlungen Aus Kommunaler Sicht. Reihe: Moderne Finanzwirtschaft &Amp; Unternehmensbewertung (Hrsg. Manfred Jürgen Matschke)

Bewertung von Unternehmensansiedlungen aus kommunaler Sicht. Reihe: Moderne Finanzwirtschaft & Unternehmensbewertung, by Claudia Rothe, is reviewed.

Weitere Themen

Der Effekt von New-Attribute-Ködern Auf Präferenzen

This economic research focuses on descriptive decision theory on the question of which rules persons decide. This research examines the context in which a decision that is made, and how it affects the exit of the decision.

Abhandlungen

Marketingwirkungen von Börsengängen

The communication-platform aspects of a stock exchange are examined.