The information dissemination process of futures exchange innovations: A note

In financial literature, much attention has been paid to theories that explain the success or failure of futures contracts. Previous literature explains the success or failure of futures contracts by the underlying characteristics of the futures contract black 1986, tashjian 1995. From a marketing point of view, these investigations implicitly focus on the product element of the marketing mix. In this article, i argue that the promotion and distribution element of the marketing mix can be another valuable element in explaining success or failure of futures contracts by looking at the information dissemination process regarding new futures contracts.