Examining outcomes of marketing actions from customer, investor, and operational perspectives

• Main Author: LIM, Leon Gim
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Price-increase preannouncement; Event study; Customer satisfaction; Cost of selling; Mergers and acquisitions; Stakeholder-specific approach; Marketing
• Online Access: https://ink.library.smu.edu.sg/etd_coll/171; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1171&context=etd_coll
• Institution: Singapore Management University

This dissertation examines the impact of three distinct marketing actions from three different perspectives, i.e., customer, investor, and operational. Specifically, the first essay examines investors’ evaluation of firms’ price-increase preannouncements, thereby responding to recent calls for explo...