Effects of Advertising and R&D Expenditure on Enterprise Performance

DOI

10.2991/jisem-15.2015.24How to use a DOI?

Keywords

Advertising expenditure• R&D expenditure• Short-term profitability• Long-term value

Abstract

Based on data of Chinese companies listed between 2010 and 2012, this paper tests the effect of advertising and R&D expenditure on enterprise performance. We find that advertising expenditure has no significant impact on enterprises’ short-term profitability, but it is positively correlated with enterprises’ long-term value. R&D expenditure is positively correlated with enterprises’ short-term profitability, but has no significant impact on enterprises’ long-term value. We also find that advertising expenditure and R&D expenditure has an interactive effect on enterprises’ short-term profitability, but no significant interactive effect on enterprises’ long-term value.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiuyi Huang
PY  - 2015/12
DA  - 2015/12
TI  - Effects of Advertising and R&D Expenditure on Enterprise Performance
BT  - Proceedings of the 2015 Joint International Social Science, Education, Language, Management and Business Conference
PB  - Atlantis Press
SP  - 111
EP  - 119
SN  - 2352-5398
UR  - https://doi.org/10.2991/jisem-15.2015.24
DO  - 10.2991/jisem-15.2015.24
ID  - Huang2015/12
ER  -