Trade secrets and advertising : how does the uniform trade secrets act affects companies' advertising expenditure?

Morgado, João Miguel Calhó Freire

http://hdl.handle.net/10400.14/13830

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Authors

Morgado, João Miguel Calhó Freire

Advisor(s)

Conti, Raffaeli

Abstract(s)

This study analyzes the impact of the Uniform Trade Secrets Act (UTSA) on firm advertising expenses. From a theoretical point of view, UTSA may have both positive and negative effects on advertising expenditure. To understand which effect prevails, I estimated a difference-in-difference model with data for public companies from 1979 to 2000 retrieved from the Compustat database. I find the negative effect to be predominant.