Marketing partnerships: Stock prices don't always run with the bulls
Wednesday, September 23, 2015 - 15:20
in Mathematics & Economics
When two companies form a marketing alliance, investors always herald that as good news and send the companies' stock prices sky high, right? Well, maybe not. As a new study in the Journal of Marketing shows, marketing alliances can reduce equity risk, but only as long as the alliance is a new one and if the two companies' existing network of partners is not too interconnected.