Walking a slippery line: Investments in social values and product longevity

Andrea Fosfuri, Marco S. Giarratana, Esther Roca

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)

Abstract

Corporate sponsorship of events that support social values (e.g., human rights) help firms infuse their products with symbolic meaning, prolonging their life cycle. Yet, higher product prices might spark perceptions that the firm invests in social values for calculative or opportunistic motives, in which case event sponsorship is unlikely to deliver the expected benefits in the form of product longevity. This study explores this potential tension empirically, using data related to sponsored social events, entry prices, and product longevity for a U.S. cosmetics producer.

Original languageEnglish
Pages (from-to)1750-1760
Number of pages11
JournalStrategic Management Journal
Volume36
Issue number11
Early online date11 Jul 2014
DOIs
Publication statusPublished - 2 Oct 2015

Keywords

  • cosmetic industry
  • new product entry pricing
  • product lifespan
  • social values
  • symbolic meaning

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

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