The Marketing Consequences of IPOs (Zusammenfassung)

This Essay explores the link between deal structure and brand image by examining the Google IPO. By traditional metrics – lowering the cost of capital by managing the information asymmetry between the issuer and investors – the success of the Google deal is questionable. Few would call the deal elegant or efficient. But the auction structure allowed Google to do more than raise money. Google reinforced its image as an innovative, egalitarian, playful, trustworthy company.

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