Electronic copy available at: http://ssrn.com/abstract=1136319
Product Innovations, Advertising and Stock Returns
Dominique M. Hanssens
May 7, 2008
Associate Professor of Marketing, The A. Gary Anderson Graduate School of Management, University of California, Riverside, CA 92521-0203 (Email:firstname.lastname@example.org).
Associate Professor of Marketing, Tuck School of Business at Dartmouth, Hanover, NH 03755 (Email:email@example.com).
Associate Professor of Marketing, The A. Gary Anderson Graduate School of Management, University of California, Riverside, CA 92521-0203 (Email: firstname.lastname@example.org).
Bud Knapp Professor of Marketing, UCLA Anderson School of Management, Los Angeles, CA 90095-1481 (Email:email@example.com
The authors are thankful to three anonymous reviewers and the JM editor, the seminarparticipants at the 2004 UC/USC Marketing Conference, the 2004 and 2005 MarketingScience Conferences, the 2004 MSI Conference on Collaborative Research at YaleUniversity, the Spring 2005 MSI Board of Trustees Meeting, the 2005 MarketingDynamics Conference, the Lally School of Management at Rensselaer PolytechnicInstitute, and the University of Waikato, New Zealand for their useful suggestions. Theauthors thank Marnik Dekimpe, Bill Francis, Canlin Li and Harald Van Heerde forhelpful comments and suggestions. Finally, the authors are grateful to the
Marketing Science Institute
for financial support.