The Effects of the Beatrice-Conagra Merger on Brand-level Marketing Strategies
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.
|Date of creation:||1995|
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