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Brand integration practices in mergers and acquisitions / Pham, Duc Thuan

Tác giả : Pham, Duc Thuan

Nhà xuất bản : Đại học Kinh tế

Năm xuất bản : 2009

Chủ đề : 1. Acquisitions. 2. Brand. 3. Kinh tế. 4. Mergers. 5. Thương hiệu. 6. Article.

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This paper aims to capture and systematize practices which have been proven good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind the integration of brands in various mergers and acquisitions (M&As). These practices can be shared and learned to improve the success of brand integration in future M&As.The paper adopts the case-study method by interviewing companies which have been involved in M&As.Twenty practices are identified and defined from ten M&A events within six case companies (those are multinational corporations). Thesepractices are further classified into eight major clusters according to the dimensions of brand and brand management these practices are related to in M&As -brand strategic positioning, brand people, brand knowledge transfer, brand integration planning, brand integration implementation, brand disposal expertise, brand disposal negotiation, and brand due diligence. Theseclusters allow M&A and integration managers to accumulate their own brand integration practices from time to time systematically. These also help facilitate the adoption of learning approach by firms to their later M&As.
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https://repository.vnu.edu.vn/handle/VNU_123/14081