Business Commons^™

Influences Of Product Concept Demonstrations In Trade Shows: Two Essays, Taewan Kim

Marketing - Dissertations

I study the effects of product concept demonstrations on firm value and on firms' profit using two different methods: empirical and analytical approaches.

Utilizing an event study, in Essay 1, I assess the effects of product concept demonstrations in trade shows on abnormal stock returns and risks. My investigation has two interconnected parts: (1) analysis of the firms' decision on how many concepts to demonstrate and what would be the concept mix; and (2) analysis of investor reactions to the demonstration that influence the firm value and risk. I find that the number of concept demonstrations are influenced by the …