{"id":702,"date":"2005-09-08T08:29:00","date_gmt":"2005-09-08T06:29:00","guid":{"rendered":"https:\/\/roodlicht.com\/?p=702"},"modified":"2005-09-08T08:29:00","modified_gmt":"2005-09-08T06:29:00","slug":"studie-onderzoekt-effect-beursgang-google-op-het-merk-google","status":"publish","type":"post","link":"https:\/\/roodlicht.com\/en\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\/702","title":{"rendered":"Studie onderzoekt effect beursgang Google op het merk Google"},"content":{"rendered":"<p><a href=\"https:\/\/roodlicht.com\/uploaded_images\/google_beursgang_onderzoek-757160.jpg\"><img decoding=\"async\" src=\"https:\/\/roodlicht.com\/uploaded_images\/google_beursgang_onderzoek-754114.jpg\" border=\"0\" alt=\"Studie onderzoekt effect beursgang Google op het merk Google\" \/><\/a>In het onderzoek getiteld &#8220;Brand New Deal: The Google IPO and the Branding Effect of Corporate Deal Structures&#8221; onderzoekt professor in de Rechten Victor Fleischer de invloed dat de beursgang van Google heeft gehad op de merkbeleving van Google.<\/p>\n<p>Traditioneel wordt vanuit de marketing gedacht dat het merk bepaald wordt door zaken als prijs, kwaliteit, restwaarde of status (deels intrinsieke waarden, en deels keihard meetbaar). Fleischer daarentegen betoogt dat ook specifieke juridische ontwikkelingen bij bedrijven van invloed zijn op de merkbeleving. <\/p>\n<p>In zijn onderzoek gaat hij met name in op de vraag of de beursgang van Google wel zo positief is geweest voor het merk. <\/p>\n<blockquote><p>From a traditional corporate finance perspective, the goal of a properly structured IPO is to overcome the information asymmetry between issuer and investors and to lower the cost of capital. From this perspective, the success of the Google deal is questionable. Few would call the deal elegant or efficient. But this is not really what the Google IPO structure was about, or at least it is not the full story. When Google structured its IPO as an auction, it reinforced its image as an innovative, egalitarian, playful, trustworthy company. Talking about Google&#8217;s IPO makes you want to use Google&#8217;s products. By that measure, the deal was a success. <\/p><\/blockquote>\n<p>[<a href=\"http:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=790928\">bron<\/a>]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In het onderzoek getiteld &#8220;Brand New Deal: The Google IPO and the Branding Effect of Corporate Deal Structures&#8221; onderzoekt professor in de Rechten Victor Fleischer de invloed dat de beursgang van Google heeft gehad op de merkbeleving van Google. Traditioneel wordt vanuit de marketing gedacht dat het merk bepaald wordt door zaken als prijs, kwaliteit,&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[16],"class_list":["post-702","post","type-post","status-publish","format-standard","hentry","category-google","tag-algemeen","category-8","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Studie onderzoekt effect beursgang Google op het merk Google - ROODlicht Consultancy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/roodlicht.com\/en\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\/702\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ric van Westhreenen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702\"},\"author\":{\"name\":\"Ric van Westhreenen\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en#\\\/schema\\\/person\\\/cda13b6bfaa3464e24912d851555335c\"},\"headline\":\"Studie onderzoekt effect beursgang Google op het merk Google\",\"datePublished\":\"2005-09-08T06:29:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702\"},\"wordCount\":225,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/roodlicht.com\\\/uploaded_images\\\/google_beursgang_onderzoek-754114.jpg\",\"keywords\":[\".\"],\"articleSection\":[\"Google\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702\",\"url\":\"https:\\\/\\\/roodlicht.com\\\/en\\\/studie-onderzoekt-effect-beursgang-google-op-het-merk-google\\\/702\",\"name\":\"Studie onderzoekt effect beursgang Google op het merk Google - 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