本研究旨在探討公司領導者智慧資本在創新產品宣告上對公司股價的影響，採用事件研究法，對宣告公司及競爭者之股價進行分析，是否在創新產品宣告期間有受到影響。 在以蘋果公司為主要觀察對象的實證結果中顯示無論是史提夫‧賈伯斯或提姆‧庫克時期的創新產品宣告都沒有對公司及競爭者股價產生顯著的影響，投資人並不會因為發表會而去對宣告公司或競爭者進行投資的與否產生影響，史提夫‧賈伯斯個人的人格魅力及他的影響力並不是影響投資人決定投資的關鍵因素。 本研究認為還是需要透過具有創意的產品、創新技術及科技才能吸引投資人進行投資，發表會及公司領導者僅能提供投資人進行參考之用。也建議公司應該盡力開發創新的科技及產品、專心於產品面上的精進，進而吸引投資人進行投資。 This study explores the influences of new product announcement and the company leader''s intellectual capital on stock price.,－Through the event study method,. we analyzed the share price of Apple computer and corresponding competitors to identify whether their stock prices are influenced after the announcement of new product. The empirical result shows that the new product announcement, either by Steve Job or Tim Cook, did not have significant influence on the share price of the company and competitors. Investors are indifference in investing the company that made the announce or competitors. The charm and influence of Steve Jobs are not the key factors of investment decisions. Our study indicates that promising products with innovative technologies are the key factor that attracts investment. Product announcement event and the charm of company leadership can only be considered as a reference for investment decision. Companies should focus on the fundamental of product innovation and product robustness in order to attract investors’ attention.
