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The Effects of the Beatrice-Conagra Merger on Brand-level Marketing Strategies

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Author Info
Haller, Lawrence E.
Abstract

This paper uses graphical and statistical techniques to examine the effects of the acquisition of the Beatrice Foods Company by ConAgra, Inc. on brand-level marketing strategies. While some instances of postmerger brand harvesting were found, we did not find evidence that there was any systematic or widespread practice of a harvesting strategy.

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File URL: http://purl.umn.edu/25186
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Publisher Info
Paper provided by University of Connecticut, Food Marketing Policy Center in its series Research Reports with number 25186.

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Date of creation: 1995
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Handle: RePEc:ags:uconnr:25186

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Related research
Keywords: Agribusiness; Industrial Organization; Marketing;

References listed on IDEAS
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  1. Slusky, Alexander R & Caves, Richard E, 1991. "Synergy, Agency, and the Determinants of Premia Paid in Mergers," Journal of Industrial Economics, Blackwell Publishing, vol. 39(3), pages 277-96, March. [Downloadable!] (restricted)
  2. Sam Peltzman, 1977. "The Gains and Losses From Industrial Concentration," NBER Working Papers 0163, National Bureau of Economic Research, Inc. [Downloadable!] (restricted)
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  3. Demsetz, Harold, 1973. "Industry Structure, Market Rivalry, and Public Policy," Journal of Law & Economics, University of Chicago Press, vol. 16(1), pages 1-9, April.
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This page was last updated on 2009-12-26.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.