Broadly, my research focuses on innovation, business-to-business, marketing strategy, and digital marketing.
Specifically, my research interests include the diffusion of disruptive innovations, the role of interorganizational relationships on technology adoption, the impact of process changes on new product development (NPD), trust development in online marketplaces, and the usage of online interpersonal ties in purchasing decisions.
Michael Obal is an Associate Professor of Marketing, Entrepreneurship, and Innovation at the Manning School of Business at the University ofMassachusetts Lowell. He holds a PhD From Temple University.
This study analyzes the impact of product launches into various global markets on cumulative abnormal stock returns. It provides an interdisciplinary perspective by bringing together elements of marketing, innovation, and finance to gain a better appreciation for how singular product launches can impact overall shareholder value. Our dataset spans 409 products from 27 product categories in 38 markets by 61 different brands for over 2 years. Results show that global product launches have a positive impact on abnormal stock returns and this positive impact is enhanced in the launch of very innovative products. Further, there is a positive and significant interaction between product innovativeness and socio-economic development of the country. This suggests that highly innovative products are likely to have a greater positive impact on shareholder value when they are launched in developed versus emerging markets. While emerging markets have become a popular recent topic in product literature, this study highlights the ongoing importance of focusing on developed markets for certain global product launches.Talay, B.B. (Co-Investigator) (UML), Obal, M. (Co-Investigator) (UML), Townsend, J.D. (Co-Investigator) (Oakland Universty)