<title>ABSTRACT</title> Many colleges and universities in the United States have resorted to using proven business marketing strategies to better market themselves. The practice of changing a firm's name to send a signal and to broaden consumer appeal is one such strategy. It is an expensive and controversial...

This study examines the effects of news on settlement of interfirm lawsuits. We hypothesize that the defendant firms suffer damaged reputation as news on the interfirm lawsuit remains in the 'public eye', as such ending the litigation process through settlement is good news for the defendant...