12月20日,冯慧教授(爱荷华州立大学)
发布时间:2017-12-15 发布人:fyy 点击数:561
  

博士论坛(47)


主题:
Does Crowd Wisdom Bring Wealth? The Impact of Crowdsourcing contests on shareholder value

报告人:冯慧教授

时间:1220 100011:30

地点:宁远楼424教室


讲座内容:
The use of crowds to solve firms’ business problems has become increasingly popular in recent years, yet little is known about the financial outcomes of such activities. Using an event study methodology, we examine stock market reactions to a firm’s crowdsourcing activities. Results from a sample of 394 crowdsourcing events suggest that on average, crowdsourcing activities generate positive stock returns of .23 percent, which is equivalent to a $189 million increase in shareholder wealth. We also find that such returns depend crucially on the crowdsourcing strategies (e.g., task types and brand type), and firm capabilities (e.g., R&D and marketing capabilities). Our analyses show that innovation crowdsourcing has a stronger positive impact on stock returns than other types of crowdsourcing. We also find that innovation crowdsourcing and R&D capability complement each other, while marketing crowdsourcing and marketing capability substitute for one another. Overall, our findings provide important implications on how to manage crowdsourcing to yield higher financial returns.

讲座人简介:
冯慧,美国爱荷华州立大学(Iowa State university)市场营销系助理教授,2013年于美国印第安纳大学(Indiana university)营销系获得博士学位。其主要研究领域为营销战略对金融市场绩效的影响(marketing-finance interface),市场营销能力及营销部门权力对公司绩效的影响。其论文曾发表在Journal of Marketing, Journal of the Academy of Marketing Science, Journal of International Marketing等国际顶级营销学术期刊上,并入围Journal of Marketing Shelby D. Hunt/Harold H. Maynard Award以及Marketing Science Institute/H. Paul Root Award 2015年度最佳论文奖终局评选,还曾荣获2016年美国市场营销协会冬季年会最佳会议论文奖,及2016-2017年爱荷华州立大学ivy商学院青年教师杰出研究奖。

 

 
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