Shareholder wealth implications of software firms' transition to cloud computing: A marketing perspective

• Main Authors: NEZAMI, Mehdi, TULI, Kapil R., DUTTA, Shantanu
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Cloud ratio; Excess stock returns; Idiosyncratic risk; Market maturity; Advertising intensity; E-Commerce; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6956; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7955/viewcontent/ShareholderWealthImplications_pvoa.pdf
• Institution: Singapore Management University

Moving into cloud computing represents a major marketing shift because it replaces on-premises offerings requiring large, up-front payments with hosted computing resources made available on-demand on a pay-per-use pricing scheme. However, little is known about the effect of this shift on cloud vendo...