Faculty of Business

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Browsing by Institution Author "BAHADIR, Cem"

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    Marketing an IPO issuer in early stages of the IPO process
    (Springer Science+Business Media, 2015-01) Bahadır, Cem; DeKinder, J. S.; Kohli, A. K.; BAHADIR, Cem
    Successful marketing of an IPO issuer depends on the issuer’s attractiveness to early stage stakeholders such as underwriters and institutional investors. However, there is limited research on how these stakeholders evaluate IPO issuers. We investigate how a multitude of cues influence underwriter prestige and price shortfall. In addition, we draw on cue utilization theory and the attention-based view of the firm to hypothesize contrasting uses of cues by underwriters and institutional investors. An empirical examination of 119 IPOs using 2SLS identifies cues that help increase underwriter prestige and reduce price shortfall. Furthermore, our estimation reveals important differences between the two early stage stakeholders—whereas underwriters rely more on intrinsic cues to evaluate the attractiveness of IPO issuers, institutional investors rely more on extrinsic cues. These findings have important theoretical implications as well as normative implications for marketing an IPO issuer in early stages of the IPO process.
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    Marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics
    (Palgrave Macmillan, 2015-06) Bahadır, Cem; Bharadwaj, S. G.; Srivastava, R. K.; BAHADIR, Cem
    Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While distribution and price have the largest impact in emerging and developed countries, respectively, product innovation and advertising have significantly larger impacts in emerging markets relative to developed countries. These finding highlights the importance of contingency view of marketing strategy in global markets.