IDEAS home Printed from
   My bibliography  Save this article

Brand and product divestiture: a literature review and future research recommendations



    (University of Economics and Business - Vietnam National University, Hanoi, Vietnam)


The paper highlights the fact that brand and product divestiture does not receive much attention from top management and only passively taken when a firm’s current business is under difficulty. This inactive practice is considered to take away firms’ shareholder value. Though receiving more attention by firms recently, brand and product divestiture is not a simple decision. The paper then reviews the existing literature in related areas – a number of product portfolio management models, brand portfolio management models, and current research works relating directly to brand and product divestiture in M&A context. As the result of the review and analysis, the paper finds out the gap for the matter of brand and product divestiture – i.e. the comprehensive set of causes, strategies, decisional criteria, consequent processes, and detailed guidelines. Based upon the gap the paper raises several future research directions as its recommendations.

Suggested Citation

  • Vũ Anh Dũng, 2012. "Brand and product divestiture: a literature review and future research recommendations," Management & Marketing, Economic Publishing House, vol. 7(1), Spring.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:1:n:8

    Download full text from publisher

    File URL:
    Download Restriction: no


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:1:n:8. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.