Preannouncement and release effects on Apple's supply chain

Abstract

Innovative new product preannouncement and release events need delicate marketing strategy. If consumers and investors are not satisfied, they are not likely to buy innovative new product and invest companies related to these devices. Therefore, the preannouncement and release events affect its supply chain. This study investigates whether the preannouncement and release events of iPhone 6 and 6 Plus have an effect on Apple's Supply chain or not. Using the event study methods, this study finds that the innovative new product preannouncement event has negative effects and release event has positive effects on Apple's supply chain. ?2015 International Information Institute.