美国股市对食品掺假新闻的反应

IF 0.7 Journal of Marketing Channels Pub Date : 2017-10-02 DOI:10.1080/1046669X.2017.1393234

P. Koku

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引用次数: 0

摘要

本研究考察了股票市场对食品篡改事件的反应，以计算此类事件对股东的成本。它发现，在篡改事件的消息公开当天，一家公司的股权价值损失了大约6.13亿美元。目标公司还会产生额外的成本，这些成本与在篡改事件发生后额外的优惠券吸引消费者、诉讼成本以及在某些情况下将产品从市场上移除相关的成本有关。由于食品篡改事件似乎只发生在食品在“商业流通”中并且在制造商的直接控制之外，因此沿着分销渠道进行监控和对消费者进行教育可能有助于避免进一步的事件和可能的死亡。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Stock Market's Reaction to News of Food Tampering in the United States

This study examines the stock market's reaction to food tampering incidents to calculate the cost of such incidents to shareholders. It found that a firm loses approximately US$613 million in equity value on the day that news of a tampering incident is made public. The targeted firm also incurs additional costs that are associated with extra couponing to attract consumers after a tampering incident, litigation costs, and in some cases costs associated with removing the product from the market. Because food tampering incidents seem to only occur while the food item is in “the stream of commerce” and outside the manufacturer's direct control, the use of surveillance along the distribution channel and consumer education could be helpful in averting further incidents and possibly deaths.

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Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.