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

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  • 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.

Suggested Citation

  • Haller, Lawrence E., 1995. "The Effects of the Beatrice-Conagra Merger on Brand-level Marketing Strategies," Research Reports 25186, University of Connecticut, Food Marketing Policy Center.
    • Handle: RePEc:ags:uconnr:25186
    DOI: 10.22004/ag.econ.25186
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    File URL: https://ageconsearch.umn.edu/record/25186/files/rr950030.pdf
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    References listed on IDEAS

    as
    1. Slusky, Alexander R & Caves, Richard E, 1991. "Synergy, Agency, and the Determinants of Premia Paid in Mergers," Journal of Industrial Economics, Wiley Blackwell, vol. 39(3), pages 277-296, March.
    2. Sayan Chatterjee, 1986. "Types of synergy and economic value: The impact of acquisitions on merging and rival firms," Strategic Management Journal, Wiley Blackwell, vol. 7(2), pages 119-139, March.
    3. Cotterill, Ronald & Franklin, Andrew & Haller, Lawrence, 1994. "Harvesting and Tacit Collusion in the Breakfast Cereal Industry: A Case Study of Nabisco Shredded Wheat and Post Grape Nuts," Issue Papers 160504, University of Connecticut, Food Marketing Policy Center.
    4. Peltzman, Sam, 1977. "The Gains and Losses from Industrial Concentration," Journal of Law and Economics, University of Chicago Press, vol. 20(2), pages 229-263, October.
    5. Demsetz, Harold, 1973. "Industry Structure, Market Rivalry, and Public Policy," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 1-9, April.
    6. Ronald W. Cotterill & Andrew W. Franklin & Lawrence E. Haller, 1994. "Harvesting and Tacit Collusion in the Breakfast Cereal Industry: A Case Study of Nabisco Shredded Wheat and Post Grape Nuts," Issue Papers 06, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    7. Ronald W. Cotterill, 1991. "Food Retailing: Mergers, Leveraged Buyouts, and Performance," Food Marketing Policy Center Research Reports 014, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
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