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Produktvorankndigungen als Marketinginstrument
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Produktvorankndigungen sind in fast allen Industrien weit verbreitet und aufgrund ihrer Bedeutung fr die Unternehmenspraxis seit Jahren Gegenstand betriebswirtschaftlicher Forschung. Thomas Krger geht der Frage nach, welche Rolle Produktvorankndigungen fr den Aktienwert eines Unternehmens spielen und wie sie als Marketinginstrument eingesetzt werden knnen, um den Aktienwert des Unternehmens zu steigern. Er analysiert inhaltsbezogene Werttreiber, welche Unternehmen bewusst kommunizieren knnen, um die Wertgenerierung zu beeinflussen. Seine empirische Untersuchung basiert auf einer Studie mit Informationen ber mehr als 1.400 Produkte aus fnf verschiedenen Branchen.
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