Firm Innovation and the Ratchet Effect Among Consumer Packaged Goods Firms

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Christine Moorman ; Simone Wies ; Natalie Mizik ; Fredrika J. Spencer (2012)
  • Journal: Marketing Science, volume 31, issue 6 November, pages 934-951
  • Related identifiers: doi: 10.1287/mksc.1120.0737
  • Subject: innovation, timing, stock market, ratchet, revenue

We consider how public firms influence their stock market valuations by timing the introduction of innovative new products. Our focus is on innovation ratchet strategy --firms timing the introduction of innovations in order to demonstrate an improvement in the number of... View more
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