The equity stories of DAX and MDAX companies
Equity stories are considered an important argumentation concept to support the decisions of capital providers. The development and communication of the equity story is therefore one of the central tasks of capital market communication. So far, however, little is known about how companies actually present their equity story – for example, as part of their online communication. The investor relations website offers a good opportunity to present the equity story to the public – even beyond the narrower circle of capital market participants.
The short study explores two questions:
- To what extent do DAX and MDAX companies present their equity story on their IR websites?
- What formal features and content components are used in the presentation of the equity story on the IR websites of DAX and MDAX companies?
The study is based on a content analysis of the IR websites of the 90 companies listed in the DAX and MDAX and shows that there is often still unused potential to present the equity story on the IR website.
By Katharina Tengler, Kristin Hansen, Christian P. Hoffmann & Sandra Binder-Tietz