| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 99 === Abstract
Automobile industry is one of the typical industries which requires each company a constant introduction of new products to gain a competitive edge. However, the extant studies seldom investigate whether the introduction of new cars will bring in the revenue for the company. The main purpose of this study is to shed light on the question and also take into account more macroeconomic factors that could influence the company’s performance. To do so, this study use Yulon Motor Company, the first biggest domestic motor company in Taiwan, as a example.
Using the unit root test and regression analysis as research methods, we analyze the effect of Taiwan’s weighted stock index, industry production index, and crude oil price and in particular the introduction of a new product on Yuoln’s stock returns. However, the final results yield quite similar conclusions drawn from previous studies. The macroeconomic indicators and crude oil price are highly connected to the company’s stock return while the introduction of a new product has no significant effect as expected.
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