- Any form of expansion into new markets. Will take a lot of cash to get started and may take years before it becomes successful.
- Most marketing for brands that you already know, to keep them "top of mind". Nobody needs ads to know that Coca Cola exists, but they still spend a ton on marketing to maintain their brand image and make sure that people hear about them regularly.
That's of course assuming that the strategy is well-articulated and that the market understands it.
https://www.theverge.com/2013/4/12/4217794/jeff-bezos-letter...
The question alone is a bit loaded, because stock price is meant to reflect the future prospects of the company -- its long term profitability. A better example might be making decisions that knowingly lower the profits for multiple quarters.