The impact of corporate label change on long-term labor productivity

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)

Abstract

Corporate label change (CLC) is a common way to establish a firm's new corporate identity to drive revenue nowadays, but its merits are controversial. We investigate the impacts of CLC, being a signal of corporate identity change, on firm's long-term labor productivity. We find that CLC negatively affects long-term labor productivity. We also find that reputable and labor-intensive firms suffer more from CLC. In the post-hoc analysis, we find that these firms may increase their research & development and capital intensity in their operations prior to pursuing CLC to mitigate CLC's negative impacts. An important managerial implication of this study is that senior management should not ignore employees as a major stakeholder in making CLC decision. Our findings also offer lessons to business executives on how to manage CLC to reduce its potential negative impacts.

Original languageEnglish
Pages (from-to)96-108
Number of pages13
JournalJournal of Business Research
Volume86
DOIs
Publication statusPublished - May 2018

Keywords

  • Corporate label change
  • Event study
  • Firm performance
  • Institutional theory

ASJC Scopus subject areas

  • Marketing

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