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Journals / Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2019 / Cilt: 41 - Sayı: 1

ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES

OLAY ÇALIŞMASI YÖNTEMİNİN KULLANILDIĞI KONULAR: ÜRÜN GERİ ÇAĞIRMA ÇALIŞMALARINDA PAZARLAMA STRATEJİLERİNİN BİR ANALİZİ

Fatma Hilal ERGEN KELEŞ
Burç ÜLENGİN
Pages
181–198
Publication Date
2022-10-19
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

We aim to guide further empirical studies.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Event study methodology, which relies on market efficiency, investigates stock price changes after an event.
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Key Findings & Data:Empirical findings of product recall studies suggest that a product recall cause to a decrease the firm value.
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Conclusion & Impact:We aim to guide further empirical studies.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Event study methodology, which relies on market efficiency, investigates stock price changes after an event. Despite this methodology arises in the finance literature, it found a wide execution area including the marketing literature. Event study makes it possible to observe the effect of diverse marketing activities on financial value and is therefore very suitable for understanding marketing-finance interface. Empirical findings of product recall studies suggest that a product recall cause to a decrease the firm value. Furthermore, product recall studies adopt event studies that help better understand the reactions of the investors to different marketing strategies in a crisis context. However, only limited studies are available in this field. This paper covers (1) an instruction an instruction of the methodology, (2) a review that highlights the implementations of the method in the marketing literature, (3) summary of studies that measure the effect of marketing strategies in the product recall context, and (4) propositions for further empirical testing. We aim to guide further empirical studies.

Özet

Piyasa etkinliğine dayanan olay çalışması yöntemi, bir olay sonrası gerçekleşen hisse senedi fiyat değişimlerini incelemektedir. Bu yöntem finans literatüründe ortaya çıkmış olmasına rağmen, kendine pazarlama literatürü de dâhil olmak üzere geniş bir uygulama alanı bulmuştur. Olay çalışması çeşitli pazarlama faaliyetlerinin bir firmanın finansal değeri üzerindeki etkilerini gözlemlemeye imkân vermektedir ve bu nedenle pazarlama-finans ara yüzünü anlamak için oldukça uygundur. Ürün geri çağırma konusunu inceleyen çalışmaların ampirik bulguları bir ürün geri çağırmanın firmanın değerinde düşüşe neden olacağını ortaya koymaktadır. Bununla birlikte, ürün geri çağırma çalışmaları yatırımcıların kriz ortamındaki farklı pazarlama stratejilerine yönelik tepkilerini daha iyi anlamalarına yardım eden olay çalışmalarını kullanmaktadır. Buna karşın, bu alanda oldukça sınırlı sayıda çalışma bulunmaktadır. Bu çalışma, (1) olay çalışması yönteminin açıklamasını, (2) pazarlama literatüründe ilgili yöntemin başlıca uygulamalarını gösteren bir taramayı, (3) ürün geri çağırma konusu kapsamında pazarlama stratejilerinin etkisini inceleyen çalışmalarının özetini, ve (4) ileride yapılabilecek olan ampirik çalışmalarda yol göstermesi amaçlanan önerileri kapsamaktadır.

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Cite This Article

KELEŞ, F. H. E., ÜLENGİN, B. (2022). ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 41 - Sayı: 1, 181–198. https://ajindex.com/articles/578613

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