Linking new product alliances to stock returns and risk

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4 Citations (Scopus)


Although firms widely engage in new product alliances, prior research has paid limited attention to their financial impact, especially, both stock returns and risk. In addition to the direct impact of product alliances, I have assessed how firm and alliance characteristics can moderate such effects. I have examined firm size and alliance type as moderators to the product alliance and stock performance relationship. Using a large database of 506 firms and 3714 new product alliances over 21 years, I estimate a random effects model. My findings are that new product alliances demonstrate an increase in stock returns and a decrease in stock risk. In addition, these effects are heterogeneous across firm size and alliance type. This research has implications for both new product alliances and marketing-finance interface literature.

Original languageEnglish
Pages (from-to)131-143
Number of pages13
JournalJournal of Strategic Marketing
Issue number2
Publication statusPublished - 2016
Externally publishedYes


  • Marketing-finance
  • Product alliance
  • Stock returns
  • Stock risk

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