Madan, Dilip; Soubra, Badih - In: Review of Financial Studies 4 (1991) 2, pp. 361-84
Marketing costs are introduced into the security design environment outlined in Allen and Gale (1988). It is shown that splitting the firm's cash flow between products enhances their investor appeal and reduces marketing costs. We also explain how the extremal product design in Allen and Gale is...