IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Log in (now much improved!) to save this article

Brand integration practices in mergers and acquisitions

Listed author(s):
  • Dũng Anh VŨ

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

  • Ovidiu Ioan MOISESCU

    (Babeş-Bolyai University)

This paper aims to capture and systematise those practices which have been proven as good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind brand integration in various mergers and acquisitions (M&As). These practices can be shared and learned to increase the probability of brand integration success in future M&As. The paper adopts the case-study method by interviewing several top-level executives, M&A managers, functional managers and members of M&A projects which have been involved in M&As. Twenty practices are outlined and defined after analysing ten M&A events within six case companies (which are multinational corporations – MNCs). The paper provides managers with insights into good (or winning) practices that MNCs have adopted in integrating brands in their M&As by addressing a number of specific issues and corresponding solutions. The twenty practices for the integration of brands in M&As are classified into eight major clusters according to the dimensions of brand and brand management these practices are related to – brand strategic positioning, brand people, brand knowledge transfer, brand integration planning, brand integration implementation, brand disposal expertise, brand disposal negotiation, and brand due diligence. These clusters 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 a learning approach by firms to their later M&As.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://www.managementmarketing.ro/pdf/articole/319.pdf
Download Restriction: no

Article provided by Economic Publishing House in its journal Management & Marketing.

Volume (Year): 8 (2013)
Issue (Month): 3 (Autumn)
Pages:

as
in new window

Handle: RePEc:eph:journl:v:8:y:2013:i:3:n:1
Contact details of provider:

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:3:n:1. 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)

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.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 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.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.