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Názvy společností a jejich vliv na výkonnost firem
Ist Teil von
Politická ekonomie, 2018, Vol.66 (6), p.671-688
Ort / Verlag
Prague: Vysoká škola ekonomická v Praze
Erscheinungsjahr
2018
Link zum Volltext
Quelle
EZB Electronic Journals Library
Beschreibungen/Notizen
We provide systematic evidence of the effect of alphabetical sorting on corporate performance
based on over a decade of data covering seventeen EU countries in three European language
families. We also measure the effects of using English words in a corporate name in a non-Englishspeaking
country, of a corporate name containing a ‘national‘ (patriotic) word, and of simple
linguistic properties highlighted in the brand-name marketing literature. Using multiple measures of
corporate performance, we find companies sorted low in the alphabet to be less successful in several
European countries, particularly in services. ‘National‘ words are associated with substantially higher
sales growth in, e.g., Poland, Norway, France and Spain, while the use of English words in company
names curbs (fosters) sales growth in Romance- (Slavic-) language countries.