Fine, Monica B.; Gleason, Kimberly; Mullen, Michael - In: Marketing Intelligence & Planning 35 (2017) 4, pp. 560-576
covering the 1996 to 2008 time period, suggest that increased marketing spending positively impacts aftermarket (i.e. stock … impacted by pre-IPO marketing spending, long-run firm performance measures do not appear to be impacted by pre-IPO marketing … spending. Further, pre-IPO marketing spending does not incrementally reduce underpricing or improve long-run performance when …