E-channel has advantages over traditional market channels. This paper employed event study methodology to discover the effect of the e-channel strategy on firm’s value by the data from e-channel announcements from 2008 to 2010. We developed a research model to study the stock market reaction to e-channel investment, and to verify whether the e-channel type, product type, firm already has e-channel or not, network type, can moderate the relationship between e-channel announcement and firm market value. the details of event methodology and the research design were introduced in detail. Finally, we concluded this paper with the expected results.
PENG, Ling and Cheung, Waiman, "The Effect Of E-Channel Strategy On Firm Market Value" (2011). ICEB 2011 Proceedings. 39.