Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

The Fed Model: International Analysis

The Fed model is a widely used market valuation model. It is often used only on market analysis of the S&P 500 index as a shorthand measure for the attractiveness of equity, and as a timing device for allocating funds between equity and bonds. The Fed model assumes a fixed relationship between bond yield and earnings yield. This relationship is often assumed to be true in market valuation. In this paper we test the Fed model from historical perspective on the European markets. The markets of the United States are also includedfor comparison. The purpose of the tests is to determine if the Fed model and the underlying assumptions come true on different markets. The various tests are made on time-series data ranging from the year 1973 to the end of the year 2008. The statistical methods used are regressions analysis, cointegration analysis and Granger causality. The empirical results do not give strong support for the Fed model. The underlying relationships assumed by the Fed model are statistically not valid in most of the markets examined and therefore the model is not valid in valuation purposes generally. The results vary between the different markets which gives reason to suspect the general use of the Fed model in different market conditions and in different markets.

Quantitative Sustainability Disclosure –An international comparison and its impact on investor valuation

This research focuses on the link between quantitative sustainability disclosure and information asymmetry. It builds upon previous research which links information asymmetry with voluntary disclosure. Stakeholders from the financial services sector claim that sustainability disclosure needs to be more numerical and comparable between companies. This research covers 111 firms from Denmark, Finland, the Netherlands and Sweden from non-service industries and studies how quantitative their sustainability disclosure is, and whether or not there is a negative relation with information asymmetry. The results support the hypotheses, where two out of three information asymmetry proxies have a significant negative relation with quantitative disclosure. Size is supported as a moderating factor. Quantitativity also proves to have a significant link with third party sustainability ratings. The direct link between quantitativity and cost of capital is not however supported.

Subjectivity in the valuation : Case study on the Finnish biotechnology industry

The thesis combines valuation and behavioral economics literature, which is not common among the Finnish management accounting research. Furthermore, the valuation is studied in biotechnology context and those type of studies are rather rare as well. The thesis studies the valuation in the Finnish biotechnology industry. The concepts of behavioral finance are employed in the empirical part of the study to explore decision-makers’ behavior in valuation processes. The main interest of this study is to explore how subjectivity of a decision-maker affects the valuation in the biotechnology industry. The valuation is studied from two perspectives. First, what is the best valuation model for biotechnology companies suggested by the valuation literature? Second, how the valuation in biotechnology industry is done in practice and how the decision-makers subjectivity affects the valuation? The literature review aims at seeking the best valuation model. The real options were found to be the most suitable valuation model for biotechnology companies, especially in the early stages of product development. The real option’s ability to take the value of the inherent options into account results in theoretically most correct valuations. The only disadvantage is the model’s complexity when compared to other models, such as discounted cash flow models. The empirical part of the study consists of a case study, which examines the valuation practices of the Finnish biotechnology companies. When it comes to the valuation models used in practice, it was found that the companies were using rather simple valuation models, which was due to two reasons. First, the interviewees did not believe in the valuation models and second, they were familiar neither with the most sophisticated models nor with all the theoretical aspects of the models they were using. The material for the study was collected with theme interviews. Four CEO’s of highly successful Finnish biotechnology companies. Strong signs of the decision-makers’ subjectivity in valuation were observed. Most obvious were the signs of framing. Furthermore, herding, excessive optimism, and overconfidence were present. All the behavioral concepts observed most likely have a severe effect on the valuation. As a result, the valuation can easily become overly optimistic, which leads to overvalued investments and to continuation of already unprofitable projects. Framing had the strongest evidence. If the product being valued is framed successfully, the risk of overvaluation is high, thus a strong belief can justify almost any value.

Observations of Industry Momentum Effect in European Equity Indices

This thesis examines the existence and nature of momentum effect in European equity indices. A set of predefined indicators is used to compose momentum portfolios and different holding periods are used to test the strategies over variable time periods as well as under different economical conditions. The data consists of daily closing prices of STOXX Europe 600 index and its 18 super sector indices. Over the study period we follow the performances of a long position in the Winner portfolio, a position in the market neutral zero-cost portfolio and also a position in the risk-controlled zero-cost portfolio. The investment ratio of the risk-controlled zero-cost portfolio is negatively correlated with the realized market volatility. The results show that momentum effect is present in European industries and is most prominent in the short-term. Indicators that are based on short-term performance tend predict the over- and underperformers for the 1-month holding period more reliably than any other indicator/holding period combination. The examination of the strategies under different economical conditions shows that the market neutral approach can create significant returns in times of recession but in times of economic boom the long position in Winner portfolio outperforms the market neutral portfolio by an extensive margin.

Improving the inventory management and valuation process, Case: The Switch Drive Systems

The goal of this study is to create a new inventory valuation process for The Switch Drive Systems and to improve its inventory management practices. In the matter of inventories the main problems in the case company are that it doesn’t have consistent valuation methods throughout the company and that information received in ERP system isn’t trustful. The research is qualitative case study. The empirical data is gathered through observing and unstructured interviews. The research shows that material flow process and the inventory valuation must be divided and handled separately but they should interact with each other. The result is a new inventory valuation process which takes many factors of material process under the consideration in order to receive reliable value for inventories.

Sovereign Credit Rating Announcements and Equity Market Response: Evidence from the European Markets

This thesis examines the equity market reactions on credit rating announcements. The study covers 12 European countries during the period of 2000-2012. By using an event study methodology and daily collected stock market returns, the impact of the sovereign credit rating announcements to national stock indices is examined. The thesis finds evidence for the rating downgrades having a statistically significant negative effect on the stock markets. This finding is in line with earlier literature (see Brooks, 2004). The paper also discusses whether the changes in the sovereign credit ratings are contagious, anticipated by the market, and persistent. There is some evidence found for the contagion effects in case of downgrades, but not for upgrades. Markets seem to anticipate rating upgrades, but not downgrades. In addition, market´s reaction towards rating announcements seems not to be persistent.

Pääomasijoittamisen tehostaminen suomalaisen pkt-sektorin kehittämisessä

Tutkimuksen tavoitteena oli kehittää systemaattinen toimintamalli sekä luoda suorituskyvyn esi-merkkimittaristo pääomasijoittajan toiminnan tehostamiseksi. Pääomasijoittajan tärkein tehtävä on pyrkiä kasvattamaan sijoituskohdeyrityksen osakkeiden ja siten omistaja-arvoa keskipitkällä aika-jänteellä. Strategioiden kehittämistä ja toteuttamista on tutkittu sangen laajasti, mutta käytännölli-sempi lähestymiskulma hallitustyöskentelyn vaikutuksista sekä strategioiden toteutuksen varmis-tamisesta on jäänyt näissä aikaisemmissa tutkimuksissa vähemmälle huomiolle. Varsinainen perusta omistaja-arvolle ja sen kasvattamiselle suomalaisen pkt-yrityksen pääomasi-joittamisessa luodaan hyvien ja tulevaisuuden kasvupotentiaalia omaavien kohdeyritysten etsimisellä, riittävän tarkalla analysoinnilla sekä sijoitushetken kohtuullisella arvostuksella. Sijoitusaikana ei enää pystytä korjaamaan mahdollisia alkuvaiheen epäonnistumisia. Kun kohdeyhtiöön on valittu ammattitaitoinen ja motivoitunut hallitus, tulee pääomasijoittajan panostaa valittujen strategioiden toteuttamiseen havainnollisilla ja tehokkailla työkaluilla. Ne mahdollistavat kohdeyrityksen visioiden ja arvojen jakamisen edelleen helpommin ymmärrettäviksi avainmittareiksi ja –tavoitteiksi kaikille organisaatiotasoille. Suorituskyvyn mittaamisen ja analysoinnin päätehtävä sekä suurissa että pienissäkin yrityksissä on yritysjohdon päätöksenteon tukeminen luotettavan, säännöllisen ja riittävän tarkan informaation tuottamisella huolellisesti valituista mittauskohteista. Suorituskyvyn analysointi auttaa myös hahmottamaan paremmin kokonaisnäkemystä yrityksen menestykseen vaikuttavista tekijöistä sekä niiden välisistä syy-yhteyksistä. Alunperin suuryritysten tarpeisiin kehitetyt suorituskyvyn analysointi- ja mittausmenetelmät ovat poikkeuksetta liian monimutkaisia ja raskaita vastatakseen pienempien yritysten vaatimuksia. Liiketoiminnan seuraamisessa ja ohjaamisessa pkt-yrityksen hallituksen tulee ottaa perinteisten taloudellisten mittareiden lisäksi mukaan myös keskeisimpiä, ei-taloudellisia seurattavia asioita, joiden avulla muodostuu ajantasaisempi kuva kohdeyhtiön kilpailukyvystä sekä menestyksestä. Pääomasijoittajan toimintamallissa esitellään kansainvälisesti käytössä olevia menetelmiä strategian jalkauttamiseen, yrityksen liiketoimintamallin kehittämiseen sekä suorituskyvyn johtamisen tukemiseen. Pkt-yrityksille pyrittiin luomaan yksinkertainen mallimittaristo suorituskyvyn analysointiin ja yrityksen johtamisen tueksi. Sijoituskohdeyritysten hallituksilla on jo tällä hetkellä käytettävissään erilaisia kuukausittaisia taloudellisia tunnuslukuja sekä tilikauden tuloksestakin jotain ennakkotietoa. Näiden pohjalle olisi varsin yksinkertaista rakentaa myös yrityksen sisäisiä prosesseja, asiakkuustyöskentelyä, myyntiä ja markkinointia sekä toiminnan yleistä systemaattisuutta kuvaavia mittareita.

Osinkosuhteen, osinkotuoton ja omavaraisuusasteen sijoitusstrateginen hyödynnettävyys Suomen osakemarkkinoilla

Tutkielman tavoitteena on selvittää osinkosuhteen, osinkotuoton ja omavaraisuusasteen vaikutus osakkeesta saatavaan kokonaistuottoon Suomenosakemarkkinoilla vuosina 2002–2013. Muuttujien kausaliteettisuhde kokonaistuottoon selvitetään regressioanalyysilla. Portfolioanalyysin avulla tutkitaan valittujen tunnuslukujen toimivuutta sijoitusstrategiana. Tutkimuksessa muodostetaan myös osinkosuhteen ja osinkotuoton yhdistelmänä tunnusluku, jolla pyritään maksimoimaan sijoittajan saama tuotto. Empiiriset tulokset osoittivat, että sijoittaja pystyy saavuttamaan ylituottoja hyödyntämällä edellä mainittuja tunnuslukuja osakevalinnassa. Osinkotuoton ja osakkeen kokonaistuoton välillä havaittiin positiivinen lineaarinen korrelaatio. Portfolioanalyysin perusteella sekä omavaraisuusasteen että osinkosuhteen osalta vaikutus sijoittajan saamaan riskisuhteutettuun kokonaistuottoon on ei-lineaarinen. Valittuja tunnuslukuja ja menetelmiä hyödyntäen sijoittaja saa parhaimman riskisuhteutetun tuoton valitsemalla sijoitussalkkuunsa osakkeita, joiden osinkosuhteen arvo sijoittuu toiseksi ylimpään kvartiiliin sekä osakkeita, joiden osinkotuotto on korkea ja omavaraisuusaste on samanaikaisesti alhainen.

Private Equity Fund Performance Determinants: Evidence From Fund Characteristics

The purpose of this thesis is to investigate whether different private equity fund characteristics have any influence on the fund performance. Fund characteristics include fund type (venture capital or buyouts), fund size (sizes of funds are divided into six ranges), fund investment industry, fund sequence (first fund or follow-on fund) and investment market (US or EMEA). Fund performance is measured by internal rate of return, and tested by cross-sectional regression analysis with the method of Ordinary Least Squares. The data employs performance and characteristics of 997 private equity funds between 1985 and 2008. Our findings are that fund type has effect on fund performance. The average IRR of venture capital funds is 2.7% less than average IRR of buyout funds. However, We did not find any relationship between fund size and performance, and between fund sequence and performance. Funds based on US market perform better than funds based on EMEA market. The fund performance differs across different industries. The average IRRs of industrial/energy industry, consumer related industry, communications and media industry and medical/health industry are higher than the average IRR of other industries.

The Performance of European Small Cap Equity Funds

The thesis examines the risk-adjusted performance of European small cap equity funds between 2008 and 2013. The performance is measured using several measures including Sharpe ratio, Treynor ratio, Modigliani measure, Jensen alpha, 3-factor alpha and 4-factor alpha. The thesis also addresses the issue of persistence in mutual fund performance. Thirdly, the relationship between the activity of fund managers and fund performance is investigated. The managerial activity is measured using tracking error and R-squared obtained from a 4-factor asset pricing model. The issues are investigated using Spearman rank correlation test, cross-sectional regression analysis and ranked portfolio tests. Monthly return data was provided by Morningstar and consists of 88 mutual funds. Results show that small cap funds earn back a significant amount of their expenses, but on average loose to their benchmark index. The evidence of performance persistence over 12-month time period is weak. Managerial activity is shown to positively contribute to fund performance

Fuzzy real option analysis in patent related decision making and patent valuation

The shift towards a knowledge-based economy has inevitably prompted the evolution of patent exploitation. Nowadays, patent is more than just a prevention tool for a company to block its competitors from developing rival technologies, but lies at the very heart of its strategy for value creation and is therefore strategically exploited for economic pro t and competitive advantage. Along with the evolution of patent exploitation, the demand for reliable and systematic patent valuation has also reached an unprecedented level. However, most of the quantitative approaches in use to assess patent could arguably fall into four categories and they are based solely on the conventional discounted cash flow analysis, whose usability and reliability in the context of patent valuation are greatly limited by five practical issues: the market illiquidity, the poor data availability, discriminatory cash-flow estimations, and its incapability to account for changing risk and managerial flexibility. This dissertation attempts to overcome these impeding barriers by rationalizing the use of two techniques, namely fuzzy set theory (aiming at the first three issues) and real option analysis (aiming at the last two). It commences with an investigation into the nature of the uncertainties inherent in patent cash flow estimation and claims that two levels of uncertainties must be properly accounted for. Further investigation reveals that both levels of uncertainties fall under the categorization of subjective uncertainty, which differs from objective uncertainty originating from inherent randomness in that uncertainties labelled as subjective are highly related to the behavioural aspects of decision making and are usually witnessed whenever human judgement, evaluation or reasoning is crucial to the system under consideration and there exists a lack of complete knowledge on its variables. Having clarified their nature, the application of fuzzy set theory in modelling patent-related uncertain quantities is effortlessly justified. The application of real option analysis to patent valuation is prompted by the fact that both patent application process and the subsequent patent exploitation (or commercialization) are subject to a wide range of decisions at multiple successive stages. In other words, both patent applicants and patentees are faced with a large variety of courses of action as to how their patent applications and granted patents can be managed. Since they have the right to run their projects actively, this flexibility has value and thus must be properly accounted for. Accordingly, an explicit identification of the types of managerial flexibility inherent in patent-related decision making problems and in patent valuation, and a discussion on how they could be interpreted in terms of real options are provided in this dissertation. Additionally, the use of the proposed techniques in practical applications is demonstrated by three fuzzy real option analysis based models. In particular, the pay-of method and the extended fuzzy Black-Scholes model are employed to investigate the profitability of a patent application project for a new process for the preparation of a gypsum-fibre composite and to justify the subsequent patent commercialization decision, respectively; a fuzzy binomial model is designed to reveal the economic potential of a patent licensing opportunity.